The Determinants Influencing the Influx of Counterfeit Luxury Goods in Pakistan
The demand for counterfeit goods has exponentially grown and counterfeit goods trade has consequently emerged as a global problem. The present study investigates the determinants that encourage consumers to acquire counterfeit luxury goods. This research further analyzes purchase intention as mediator and gender role as a moderator between the contextual factors and consumer behavior. A quantitative approach was applied through a questionnaire to gather data from 380 Pakistani respondents. The measurement and structural model assessed through Smart PLS. The results confirmed that purchase intention acts as a mediator between hedonic motives, materialism and consumer behavior. However, purchase intention has no mediating effect on economic benefits. Similarly, gender role as moderator was insignificant.
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Consumer Behavior, Counterfeit Luxury Goods, Gender, Pakistan, Purchase Intention.
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(1) Abid Saeed
PhD Scholar, Department of Management Sciences,COMSATS University, Islamabad, Pakistan.
(2) Osman Sadiq Paracha
Assistant Professor, Department of Management Sciences,COMSATS University, Islamabad, Pakistan.