Determinants of Counterfeit Purchase Intention in India
Description
This study examines counterfeit purchase intention among Indian consumers by extending the Theory of Planned Behavior (TPB) with risk, moral, value, socioeconomic, and experiential factors. Data from 450 usable responses were analyzed using PLS-SEM with 5,000 bootstrap resamples. Risk aversion increased perceived risk, while brand and value consciousness positively influenced attitudes toward counterfeits. Moral judgment and perceived risk negatively affected attitudes, whereas attitude, subjective norms, PBC, and past counterfeit purchase behavior increased purchase intention. Moral judgment reduced purchase intention. Household income significantly strengthened the value consciousness–attitude relationship, indicating that favorable counterfeit attitudes extend beyond lower-income consumers.