A study on consumers’ attitude towards counterfeit products In Malaysia

Abstract

The study aims to investigate which of the social and personality factors affects the attitude of the consumers towards counterfeit products. The study is also set out to examine the relationship of consumers’ attitude towards counterfeit product with purchase intention. A conceptual model is proposed by following the studies of Huang et al. (2004), De Matos et al. (2007) and Phau and Teah (2009). A survey of 270 respondents was conducted in the Malaysian market. Pearson correlation, multiple regression and the Sobel test were used to test the hypotheses postulated and research question. It is discovered that perceived risk, price consciousness, novelty seeking and normative susceptibility are the independent variables that strongly influence consumers’ attitude towards counterfeit product. Attitude towards counterfeit product was also found significant in influencing purchase intention. This reinforces the mediator role of attitude in its relationship with purchase intentions. By having a better understanding of the consumers’ behavioral intentions of buying counterfeit products, the manufacturers and marketers of the genuine brand products can make better marketing strategies to entice the consumer to buy the original product and not the counterfeit version. Theoretical contribution of this study is an extension of knowledge of consumers’ attitude with regards to counterfeit products.