The roles of social perception, Consumer Ethical Values and the Marketability of Counterfeit Goods on consumer purchase intention: A case study of Greenhills Shopping Center counterfeit establishments

• Main Authors: Foronda, Aden Cristy A., Martirez, Bettina Camille S., Pamintuan, Nicole Meah M.
• Format: text
• Language: English
• Published: Animo Repository 2023
• Subjects: Product counterfeiting—Philippines; Consumer behavior—Philippines; Business ethics—Philippines; Business Law, Public Responsibility, and Ethics; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdb_dsi/185; https://animorepository.dlsu.edu.ph/context/etdb_dsi/article/1220/viewcontent/The_Roles2_of_Social_Perception_Consumer_Ethical_Values_and_the_M.pdf
• Institution: De La Salle University

Across a globally competitive consumer-dominated market, various business enterprises face an imminent threat against the rise of widespread counterfeit operations which hinders the propagation of legitimate businesses. With this being said, the study examines the existence of the Philippine counterfeit industry, specifically that which is present in Greenhills Shopping Center, along with different identified determinants that have contributed to the long-term presence of counterfeit establishments among selected Generation X, Y, and Z Filipino counterfeit consumers (N = 214). The findings revealed that Social Perception and Marketability of Counterfeit Goods affect one’s purchase intent towards such items, as proven by the value of p at less than 0.001 (pp was valued at (p = 0.162). With this, the researchers recommend that counterfeit consumers be mindful of purchasing imitated products, as they may come from unknown sources and pose as a safety hazard for various individuals. For authentic businesses, the proponents recommend educating themselves about the reality of the counterfeit industry and developing extensive anti-counterfeiting measures to combat the negative repercussions emanating from counterfeiting, as derived from the various determinants investigated and uncovered from the study.