Interplay of the drivers and deterrents of leisure counterfeit purchase intentions

Abstract

Drawing on complementary theoretical perspectives, in this study we empirically investigate the drivers and deterrents underlying the formation of attitudes to leisure counterfeits and purchase intentions, and examine rationalization as a moderator of the attitude-intention relationship. The research model is examined via mail survey data of adult consumers using structural equations modelling. The findings indicate that perceived benefits and moral intensity significantly influence attitudes, while the impact of performance risk is negligible. The attitude and moral intensity significantly predict the purchase intention. Our analyses confirm rationalization as a salient factor moderating the relationship between attitude and behavioral intention. Based on this pattern of results, we discuss study implications in three areas: the perception of positive consequences for oneself, the perception of consequences for others, and the use of previously rarely examined consumer justifications. The finding that performance risk is not significant in affecting consumer attitude calls into question various appeals featuring adverse effects of buying counterfeits for an individual.

Keywords:

• counterfeits
• perceived risk
• perceived benefits
• moral intensity
• rationalization
• purchase intention

JEL Classification:

• M30
• M31

Additional information

Notes on contributors

Mateja Kos Koklic

Mateja KOS KOKLIC is an Assistant Professor of Marketing at the Faculty of Economics, University of Ljubljana, Slovenia. Her main research interests lie in the areas of consumer behaviour and consumer decision making, especially piracy and counterfeiting, as well as strategic household purchases. She has published in journals, such as Journal of Business Ethics, International Journal of Consumer Studies, and Behaviour & Information Technology.

Irena Vida

Irena VIDA is a Professor of Marketing at the Faculty of Economics, University of Ljubljana, Slovenia. Her research focus is on application of consumer behaviour theories and models in cross-cultural settings and on strategic issues in international marketing. She published articles in various journals such as Journal of Business Research, European Journal of Marketing, Journal of International Marketing, International Marketing Review, and International Business Review.