The Impact of Consumer Buying Behavior towards Counterfeit Products

Abstract

In recent the demand for fake products has grown and manufacturers have begun to work on these products to increase their profit. There are numerous factors involved that influence the consumers buying behavior for counterfeit products. This study aims to develop and test the model to understand the role of factors responsible for consumers’ counterfeit purchase intentions. The data was collected through a questionnaire adopted from previous literature. The sample size includes a total of 255 female students of different universities in Karachi. The study examined the relationship of Perceived Behavioral control and Attitude for Counterfeits with Behavioral Intention and found meaningful correlations between all the variables. The results of both hypothesis 1 and hypothesis 2 were found to be accepted. This study is a contribution to understand the role of counterfeiting among the consumers in Pakistan. Thus the study results aim to valuable insight for policymakers and brands to effectively address and mitigate the proliferation of counterfeit products in the market.