An investigation into customers’ purchase intention toward counterfeit fashion products in Ho Chi Minh City

Abstract

This paper investigates the factors that influence on consumers’ attitudes toward non- deceptive counterfeit fashion products and behavioural intention to purchase them. The results show that brand image, value consciousness, social influence have positive impact on consumers’ attitude toward counterfeits of fashion products. Meanwhile, personal gratification has a negative effect on counterfeit fashion products. Furthermore, the study illustrates that consumers’ attitude has a strong and positive relationship with intention to purchase counterfeits of fashion products. These findings help manufacturers and government agencies understand the current issues of counterfeits and create effective strategies to prevent inadvertent sales of counterfeit products. The analysis is based on a random sample of 300 participants who are living in Ho Chi Minh City, Vietnam.