Date of Award


Degree Type



Monte Ahuja College of Business

First Advisor

Dixit, Ashutosh

Subject Headings

Consumer behavior -- Moral and ethical aspects, Product counterfeiting, Consumption (Economics) -- Moral and ethical aspects, marketing, counterfeit goods, theory of planned behavior, theory of reasoned action


With counterfeit good consumption growing at alarming rates each year, this topic is increasingly demanding attention of marketing academics. This dissertation examines two sets of factors that influence consumer attitude toward counterfeits: sociocultural influences and psychological influences. Based on a review of the literature, two constructs, namely information susceptibility and normative susceptibility are combined to form a group of sociocultural influences expected to influence consumer attitude toward counterfeits. In addition, five constructs are combined to represent psychological influences, namely value consciousness, self-identity, integrity, materialism and perceived risk. Data was collected through a web-based survey and features a cross-sectional design. Utilizing a sample of 228 respondents, confirmatory factor analysis coupled with structural equation modeling was employed to analyze hypothesized relationships. Results suggest the most significant influence on consumer attitude toward counterfeits is integrity the more integrity held by a consumer, the less favorable their attitude toward counterfeits. In addition, materialism and normative susceptibility were also found to be positively related to consumer attitude toward counterfeits. Consumer attitude toward counterfeits was also shown to have positive significance as a mediating variable between the antecedents and purchase intention. The results of this dissertation suggest that consumers, and their reference groups justify purchasing counterfeit items due to what they believe to be unfair business practices such as charging too much. This research will assist scholars, marketers, and government agencies to understand the implications of counterfeit good consumption and contribute to the development of effective strategies to counter the purchase of non-deceptive counterfeit goods

Included in

Business Commons