Factors affecting consumers’ intention to purchase counterfeit cosmetics / Syaheerah Aisyah Azhar

Despite worldwide seriousness and ambiguity about the dumping of counterfeit products, there is limited research on this subject, particularly in understanding consumer purchase intentions of counterfeit products. In accordance with the Theory of Reason Action, this study focuses on factors that influence the intentions of purchasing counterfeit products among consumers in Malaysia. This study examines the relationship between value consciousness, perceived risk and consumers’ attitude to the intentions of buying fake products. This study involves 216 respondents around the residential area of Bandar Botanica, Klang who had experience buying counterfeit products. Past analysis shows the existence of positive relationships between the attitudes and intentions of purchasing fake products. Attitudes are found to influence the intention of purchasing counterfeit products. This study also emphasizes the implications of research, limitations and future research proposals.