Determinants of Counterfeit Purchase: A Study on Young Consumers of India

Counterfeit trade is not a new phenomenon. This multi-billion dollar industry is significantly affecting an ever-wider range of goods and markets of branded products. The present study offers insights into non-deceptive counterfeiting by focusing on young consumers of India. Structural Equation Modeling technique was used to test the hypothesized relationships. Data of 304 young consumers confirmed that intentions to buy counterfeited products are dependent on the consumer's attitude. The attitude was highly influenced by price-quality inference, perceived risk and product attributes. The paper reinforces the mediator role of attitude in the relationship between these antecedents and behavioral intentions.