Moral and Ethical Antecedents of Attitude Toward Counterfeit Luxury Products: Evidence from Pakistan

ABSTRACT

Counterfeiting a universal problem is influencing marketers and consumers across the world. Despite its severity, earlier researchers have not paid much attention to it especially in the perspective of moral and ethical aspects. Researchers generally have established the influence of ethical/moral aspects along with social-personal factors on attitude toward counterfeiting luxury products (CLPs). They have not entirely explored the influence of moral aspects on CLPs. Thus, the aim of this study is to ascertain the influence of ethical issues on attitude toward CLPs in the context of theory of planned behavior and theory of reasoned action.

KEY WORDS:

• attitude
• ethics
• idealism
• relativism
• religiosity
• theory of planned behavior, counterfeit

Acknowledgments

This research is supported by National Natural Science Foundation of China (71572156).

Supplementary material

Supplementary data for this article can be accessed here.

Additional information

Funding

This work was supported by the National Natural Science Foundation of China [71572156].