The influences of moral judgment, social influence and attitude on non-deceptive purchase behavior of counterfeit products

• Main Authors: Mohd Noor, Nor Azila, Muhammad, Azli, Sean, Lum Li
• Format: Conference or Workshop Item
• Language: English
• Published: 2018
• Subjects: HD28 Management. Industrial Management
• Online Access: http://repo.uum.edu.my/26583/1/ISSC%202018%201%2019.pdf; http://repo.uum.edu.my/26583/

The seriousness and global magnanimity of counterfeit has been a long term thief of company’s intellectual property rights, robbing countries of income and societies of their jobs. Countless efforts have been taken government worldwide organizations and local government to combat the growth of counterfeiting.However, the growth of this illicit trade is still proudly blossoming despite all the effort to control it. The rampant growth of the counterfeit product sale in Malaysia has created a negative image to investors, foreigners, tourists, original piece manufacturers and caused loss of revenue to the government. The Malaysian government has been seriously playing a pivotal role in eradicating counterfeits such as through campaigns, raids and seizures of counterfeit products. However, the rate of growth of the industry still superseded the ability of the government to contain the spread of the industry. This study examines the factors influencing consumers’ non-deceptive purchase behaviour of counterfeit products. An intercept survey involving 392 respondents was conducted at hot spot areas selling counterfeit products in Malaysia. A self-administered questionnaire was designed using established scales. This study utilized PLS-SEM to establish the validity and reliability of the measurement model and to test the hypotheses. The outcomes of this study show that non-deceptive purchase behaviour of counterfeit products is positively been influenced by attitude and social influence, while moral judgment negatively influences non-deceptive purchase behaviour of counterfeit products among consumers. This study offers theoretical and practical contributions for academics and practitioners. This study provides an understanding of non-deceptive purchase behaviour of counterfeit products. The research findings can be used by policy makers and genuine product producers to formulate strategies to combat counterfeiting activities.