Attitude Toward Counterfeits and Ethnic Groups: Comparing Chinese and Western Consumers Purchasing Counterfeits

ABSTRACT

This study examines the differences between Chinese and Western consumers on attitude toward counterfeits. Results show that these two ethnic groups are different on most of the components of attitude toward counterfeits. In particular, they rated differently on social cost of counterfeiting, social benefit of reproduction, and anti-big-business mentality. However, these two groups have no significant difference on ethical belief. This does not affect attitude toward counterfeits and ethnic groups in predicting the purchase of counterfeits. Thus, the following conclusions are drawn from this study: (a) Chinese and Western consumers are different in attitude toward counterfeits; (b) a higher number of sampled Chinese consumers have purchased counterfeits before; and (c) purchasing counterfeits is explained by ethnic groups, social benefit of reproduction, and ethical belief.

KEYWORDS:

• Attitude toward counterfeits
• ethics
• ethnic groups
• Hong Kong
• purchasing counterfeits
• social benefit
• United Kingdom

We acknowledge the financial support from the Unit for Chinese Management Development, Department of Marketing, City University of Hong Kong, People's Republic of China.

Notes

^a n = 280.

^b n = 220.

^cIncome for Asian consumers is on a monthly basis in Hong Kong dollars, whereas annual income is used for European consumers and expressed in pounds.

^a 1 = 15–24, 2 = 25–34, 3 = 35–49, 4 = 50 or above.

^b 1 = secondary or below, 2 = college/university, 3 = postgraduate.

^c 1 = less than $5,000 (less than £10,000), 2 = $5,001–$9,999 (£10,001–£14,999), 3 = $10,000–$14,999 (£15,000–£19,999), 4 = $15,000–$19,999 (£20,000–£24,999), 5 = $20,000–$29,999 (£25,000–£29,999), 6 = over $30,000 (£30,000).

^d 1 = strongly disagree, 6 = strongly agree.

∗p ≤ .05

∗∗ p ≤ .01

∗∗∗ p ≤ .001.

∗∗∗p ≤ .001.