Consumer Attitudes Toward Fashion Counterfeits: Application of the Theory of Planned Behavior

This study examines consumer motivations that can explain attitudes toward purchasing fashioncounterfeit goods and tests the underlying mechanism of intent to purchase fashion counterfeitsbased on the theory of planned behavior. A random sample of female college students (N = 336)participate in this study. Product appearance, past purchase behavior, value consciousness, andnormative susceptibility are significant predictors of attitude toward buying fashion counterfeitgoods. Attitude, subjective norm, and perceived behavioral control are significantly related tointent to purchase fashion counterfeit goods. This research extends the theory of plannedbehavior and tests two additional paths that significantly improve explanatory power of thetheory and prediction of consumer intent to buy fashion counterfeit goods