Exploring the Impact of Peer Pressure and Purchase Intention on Consumer Attitude towards Counterfeit Products: An Extension of Theory of Planned Behaviour

Abstract: Counterfeit fashion accessories, clothes, luxury products are available, accessible in marketplaces and a big concern in India. Counterfeiting impacts the original manufacturers brand value, image and revenue. While supply of counterfeit products has been a major concern, demand that exists in market for counterfeit products is astonishingly high. It is also noteworthy to mention that the ecosystem of counterfeiting products varies across territorial jurisdictions, and geographical boundaries. Literature associates the existing inter-country machinery, reforms and administrative guidelines with the distribution and consumption of counterfeit products. In sync with the same, this research proposes a conceptual framework to see how availability and peer pressure influence intentional purchase of counterfeit products by using theory of planned behavior. The results of the study reveal that availability of counterfeit products and peer pressure positively impacts the attitude and intention to purchase counterfeit products. Keywords: Availability, Counterfeit Products, Peer Pressure, Theory of Planned Behavio