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Factors affecting consumers’ intention to purchase counterfeit product: Empirical study in the Malaysian market

Farzana Quoquab (IBS, Universiti Teknologi Malaysia, Kuala Lumpur, Malaysia)
Sara Pahlevan (IBS, Universiti Teknologi Malaysia, Skudai, Malaysia)
Jihad Mohammad (IBS, Universiti Teknologi Malaysia, Skudai, Malaysia)
Ramayah Thurasamy (Faculty of Management, Universiti Sains Malaysia, Minden, Malaysia)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 11 September 2017

6051

Abstract

Purpose

Most of the past studies have considered social and personal factors in relation to counterfeit product purchase intention. However, there is a dearth of research that linked ethical aspects with such kind of product purchase intention. Considering this gap, the purpose of this paper is to investigate the direct as well as indirect effect of ethical aspects on the attitude of consumers’ counterfeit product purchase in the Malaysian market.

Design/methodology/approach

A total of 737 questionnaires were distributed in China Town, Low Yat Plaza, as well as a few “pasar malam” (night markets), which yielded 400 completed usable responses. Partial Least Square Smart PLS software and SPSS were utilised in order to analyse the data.

Findings

The results revealed that the ethical aspect in term of religiosity, ethical concern, and perception of lawfulness directly and indirectly affect consumers’ behavioural intention to purchase counterfeit products.

Practical implications

It is expected that the study findings will enhance the understanding of marketers as well as policymakers about consumers’ purchase intention of such fake products. Eventually, it will help them to come up with better marketing strategies to purchase counterfeit products and to encourage them to purchase the original product.

Originality/value

This is relatively a pioneer study that examines the effect of ethical aspects of consumers in term of their religiosity, ethical concern, and perception of lawfulness on their attitude towards buying counterfeit products. Additionally, this study examines the mediating role of consumer attitude to purchase counterfeit product between ethical aspects and behavioural intention, which is comparatively new to the existing body of knowledge. Last, but not the least, this research has examined these relationships in a new research context i.e., Malaysian market, which can advance the knowledge about consumer behaviour in the East Asian context.

Keywords

Citation

Quoquab, F., Pahlevan, S., Mohammad, J. and Thurasamy, R. (2017), "Factors affecting consumers’ intention to purchase counterfeit product: Empirical study in the Malaysian market", Asia Pacific Journal of Marketing and Logistics, Vol. 29 No. 4, pp. 837-853. https://doi.org/10.1108/APJML-09-2016-0169

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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