Does behavioural intention influence purchase behaviour of counterfeit products: a look at Malaysian consumers

• Main Authors: Mohd Noor, Nor Azila, Muhammad, Azli, Ghani, Abdullah, Ku Ishak, Awanis
• Format: Article
• Language: English
• Published: HLCB 2017
• Subjects: HB Economic Theory
• Online Access: http://repo.uum.edu.my/25688/1/JHLCB%201%201%202017%201%2012.pdf; http://repo.uum.edu.my/25688/; http://www.icohlcb.com/index.php/archived-journal/12-volume-i
• Institution: Universiti Utara Malaysia

Counterfeit products are defined as identical copies of authentic products and account for at least five percent of the world’s trade. Counterfeit products have been found to be a serious problem around the world.It is a lame issues from a long time ago that are never resolved. Various studies were carried out to find the underlying reasons why consumer purchase counterfeits product. This paper sets out to examine to what extend does behavioural intention influences consumers to purchase counterfeit products. An intercept survey approach involved 390 respondents was conducted at hot-spot areas selling counterfeit products in Kuala Lumpur, Penang and Johor Baharu. A self-administered questionnaire was designed using established scales. A variety of statistical techniques were used to analyze the data. Analyses conducted reveals that consumer intention explains large percent of the variation in consumer purchase behavior of counterfeit products. This indicates that consumer intention has high explanatory power to predict consumer behavior of purchasing counterfeit products. The study provides an understanding of Malaysian consumers’ behavioral intention and purchase behaviour of counterfeit products.