A Study of Factors Affecting Consumer’s Willingness to buy Counterfeit Products

 The progress of this study is to offer and test models that include models of leadership of customer behavior and willingness to deliberately purchase luxury fashion items. The impact of many social, psychological and social emergencies has been identified and recognized. To narrow this gap, the study was conducted to identify key milestones in the readiness to buy counterfeit products in Pakistan. The survey was conducted by 257 people from three major markets in Pakistan, such as Lahore, Faisalabad and Islamabad. In addition, the SEM technique is used to test the hypothesis. The study ends with some contributions and findings. Economic benefits, past experience and materialism of counterfeiting play an important role in the pursuit of counterfeit products. While the hedonic benefits were not as important as hypothetical. The study identifies the leading determinants of lying and willingness to buy fake products by testing a wide range of literature and theories on consumer behavior and marketing. From the point of view of managers, stylish fashion makers will gain insight into the factors that play a key role in counterfeiting. However, a little of this study was revised on the basis of the regional context. From a theoretical point of view the theoretical theory is encouraged to enter into the literary literature relating to purchasing decisions. &nbsp