Investigating Interpersonal and Ethical Factors’ Impact on Counterfeit-Branded Clothing Purchase Behaviors


Counterfeit trade has reached an annual global market worth billions of dollars and is a significant problem. In order to reduce this trade, solutions are generally developed and implemented through product suppliers. However, many consumers consciously demand these products. This study addresses the problem by attempting to reveal the factors of demand, interpersonal effects, and ethics that affect consumers’ attitudes toward counterfeit-brand clothing. In this direction, a questionnaire was applied to 464 consumers to test the research hypotheses. According to the analysis results, sensitivity to information and normative sensitivity were determined to constitute the sub-dimensions of interpersonal factors that affect attitudes toward counterfeit-brand clothing, Normative sensitivity having a positive and informative sensitivity a negative impact. Religiosity, ethical concerns, and attitude toward legality were determined as the ethical factors that have a negative effect on attitudes toward counterfeit-brand clothing. In addition, attitudes toward counterfeit-brand clothing were determined to have a positive effect on the intention to purchase such clothing. By considering these findings, this study has revealed the effects of both the interpersonal and ethical factors on attitudes toward purchasing counterfeit-brand clothing in Turkey.


Counterfeit product normative susceptibility information sensitivity religiosity ethical concern attitude toward legal