Determining consumer purchase intentions toward counterfeit luxury goods in Malaysia

This study adapted the Theory of Reasoned Action (TRA) to examine how social and personality factors influence Malaysian consumer attitudes toward counterfeit luxury goods and how consumer attitudes mediate these two sets of variables on consumers' purchase intention. Partial Least Square (PLS) were used to analyze the data collected from 109 residents in Malaysia. Perceived risk was a strong factor influencing consumer attitudes toward counterfeit luxury goods, followed by value consciousness and status consumption. Integrity and materialism did not influence consumer attitudes toward counterfeit luxury goods, but social influence factors, information and normative susceptibility positively influenced consumer attitudes. In addition, consumer attitudes mediated the effect of information and normative susceptibility and value consciousness on consumers' purchase intention toward counterfeit luxury goods, but attitudes did not mediate the relationship between perceived risk, integrity, status consumption and materialism, and consumers' purchase intention.