Consumers' Purchase Behaviour of Non-Deceptive Counterfeit Products: The Role of Ethical Concern

• Main Authors: Mohd Noor, Nor Azila, Muhammad, Azli
• Format: Article
• Language: English
• Published: Serials Publications 2017
• Subjects: HC Economic History and Conditions
• Online Access: http://repo.uum.edu.my/23312/1/IJABER%202017%2015%2024%2041-%2047.pdf; http://repo.uum.edu.my/23312/; http://www.serialsjournals.com/articles.php?volumesno_id=1374&journals_id=22&volumes_id=1066

The issue of counterfeiting is common in many parts of the world, especially in the developing countries.This issue has reached a critical stage when counterfeiting is viewed globally as a criminal act and even on par with narcotics, weapons, human trafhcking and terrorism. There were many studies in the past carried out to find the underlying reasons why consumers purchase counterfeit products.However, there is no best solution to overcome this issue other than a strict and standard law enforcement to he practiced and enforced all around the world. This article sets out to examine to what extent ethical concern influences consumers' purchase behaviour of counterfeit products.An intercept survey involving consumers who visited hot spot areas selling counterfeit products was conducted.A self-administered questionnaire was designed using established scales.A variety of statistical techniques were used to analyze the data.Analyses conducted reveal that ethical concern is negatively related to the purchase behaviour of counterfeit products. The findings indicate that respondents who have higher ethical concern will have lower tendency to purchase counterfeit products.The research provides an understanding of ethical issue on unethical behaviour such as counterfeiting.