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Determinants of Consumer Willingness to Purchase Non-Deceptive Counterfeit Products and the European Union

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  • Irena Vida

    (University of Ljubljana, Slovenia)

Abstract

This study offers insights into non-deceptive counterfeiting by focusing on consumers in a new EU member country. More specifically, consumers’ inclination to purchase counterfeits at various price levels relative to retail prices of genuine branded products is examined, and the effects of various socio-economic and socio-psychological characteristics are explored. In reviewing the consumer behavior literature and recent empirical work, a conceptual model of consumer general willingness to purchase counterfeit products was developed. Using path analyses to test the system of structural relationships among the variables, inconsistent patterns of results were found across three classes of counterfeit products. Implications for management and further research are provided.

Suggested Citation

  • Irena Vida, 2007. "Determinants of Consumer Willingness to Purchase Non-Deceptive Counterfeit Products and the European Union," Managing Global Transitions, University of Primorska, Faculty of Management Koper, vol. 5(3), pages 253-270.
    • Handle: RePEc:mgt:youmgt:v:5:y:2007:i:3:p:253-270
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    References listed on IDEAS

    as
    1. Dubinsky, Alan J. & Nataraajan, Rajan & Huang, Wen-Yeh, 2005. "Consumers' moral philosophies: identifying the idealist and the relativist," Journal of Business Research, Elsevier, vol. 58(12), pages 1690-1701, December.
    2. Gene M. Grossman & Carl Shapiro, 1988. "Foreign Counterfeiting of Status Goods," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 103(1), pages 79-100.
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    Cited by:

    1. Pueschel, Julia & Chamaret, Cécile & Parguel, Béatrice, 2017. "Coping with copies: The influence of risk perceptions in luxury counterfeit consumption in GCC countries," Journal of Business Research, Elsevier, vol. 77(C), pages 184-194.
    2. Ismail Tamer Toklu & Salih Baran, 2017. "Attitude towards Counterfeit of Luxury Brands: A Research on Consumers in Turkey," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 7(11), pages 618-632, November.
    3. Abraham Yeboah & Vida Owusu-Prempeh & Samuel Adjei, 2017. "The Influence of Offline, Online Media and Counterfeit Awareness among Non-Perishable and Non-Food Products in Ghana," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(6), pages 31-42, December.
    4. Derek Ong Lai Teik & Terrance Chiang Tong Seng & Amanda Pung Xin-Yi, 2015. "To Buy or To Lie: Determinants of Purchase Intention of Counterfeit Fashion in Malaysia," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 49-56, July.
    5. Barbara Culiberg, 2015. "The Role of Moral Philosophies and Value Orientations in Consumer Ethics: a Post-Transitional European Country Perspective," Journal of Consumer Policy, Springer, vol. 38(3), pages 211-228, September.
    6. Carsten Fink & Keith E. Maskus & Yi Qian, 2016. "The Economic Effects of Counterfeiting and Piracy: A Review and Implications for Developing Countries," The World Bank Research Observer, World Bank, vol. 31(1), pages 1-28.

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    More about this item

    Keywords

    counterfeit products; consumer unethical behavior; willingness to buy; Slovenia;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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