Factors Affecting Behavioral Intention To Purchase Counterfeits: A Quantitative Study In Vietnam

Abstract

Purpose - This study investigates what factors affect behavioral intention to purchase counterfeits products and how much they affect. Literature review - We review literature review about Value Consciousness, Perceived Risk, Social Norms, Ethical Consciousness, Social Status, Genuine Store Trustworthiness, and Attitude toward Buying Counterfeit Products and their relationship with Behavioral intention to purchase counterfeits products and with each other. Therefore, we suggest seven hypotheses. Design/methodology/approach - We surveyed and collected data from 210 respondents who reside in Vietnam through an online questionnaire by utilizing convenience sampling and snowball method. Findings - the results of this research proved the positive influence of Social Norms and Ethical Consciousness on Attitude toward Buying Counterfeit Products as well as the significantly positive impact of Attitude toward Buying Counterfeit Products on Behavioral Intention to Purchase Counterfeit Products, while other remaining hypotheses including H1, H2, H5, and H6 are rejected. Research conclusion/recommendations/limitations - We also provided conclusions, recommendations and limitations in this study. Originality/Value - this research helps the genuine brands and the Vietnamese state to get a deeper insight into factors affecting behavioral intention to purchase counterfeit products. After that, they will have some changes in their business strategies and policies to achieve their expected targets.