| dc.description.abstract | Nowadays, buying and selling non-authentic goods has become very common,
causing harm to consumers and society as a whole. Therefore, this study was conducted to
investigate the factors affecting the intention to buy non-deceptive counterfeiting goods among
consumers in Ho Chi Minh City, especially young people. This research applies the Theory of
planned behavior model and previous studies, hypothetical model has been formed and tested
to see if it is suitable for the target audience or not, specifically factors such as Social Influence,
Personal Gratification, Value, Ethics, Brand Conscious. The research method used is a
quantitative method with convenient and snowball samples with a sample size of 400. Research
results show that the hypotheses are all accepted and suitable for the research environment in
Ho Chi Minh City. In which, variables such as Social Influence, Value, and Brand
Consciousness have a positive effect on the attitude towards purchasing non-authentic goods,
on the contrary, variables like Personal Gratification and Ethics have a negative effect on the
attitude toward this one. Moreover, the attitude to buy fake products also positively influences
intention to purchase non-deceptive counterfeiting goods. In which, the most influential factor
is Value. Since then, the study has proposed some recommendations and implications. Besides,
the study also has some limitations and the most prominent is that the majority of the
respondents are students, so result may not have an overview. | en_US |
