IDEAS home Printed from https://ideas.repec.org/a/sae/globus/v22y2021i4p996-1009.html
   My bibliography  Save this article

Modelling the Effects of Materialism, Ethics and Variety-Seeking Behaviour on Counterfeit Consumption of Young Consumers

Author

Listed:
  • Komal Nagar
  • Vishab Pratap Singh

Abstract

Research investigating consumer’s willingness to purchase counterfeit brands is scarce, particularly in emerging Asian markets. The present research explores the relationship between materialism, variety seeking and counterfeit consumption among Indian consumers. Consumers of counterfeit brands were surveyed to collect data for the study. Structural equation modelling results suggest that there exists a positive relationship between materialism, variety seeking and counterfeit consumption. Also as predicted, findings reflect a negative relation between materialism and ethics. However, contrary to previous findings, it was found that ethics and willingness to purchase counterfeit fashion apparels were positive. The present study contributes to the growing research on non-deceptive counterfeits by empirically confirming the effect of materialism, ethics and variety seeking on consumers’ purchase behaviour in the context of ever-growing counterfeit fashion apparels.

Suggested Citation

  • Komal Nagar & Vishab Pratap Singh, 2021. "Modelling the Effects of Materialism, Ethics and Variety-Seeking Behaviour on Counterfeit Consumption of Young Consumers," Global Business Review, International Management Institute, vol. 22(4), pages 996-1009, August.
    • Handle: RePEc:sae:globus:v:22:y:2021:i:4:p:996-1009
    DOI: 10.1177/0972150918818015
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/0972150918818015
    Download Restriction: no
    File URL: https://libkey.io/10.1177/0972150918818015?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Childers, Terry L & Rao, Akshay R, 1992. "The Influence of Familial and Peer-Based Reference Groups on Consumer Decisions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(2), pages 198-211, September.
    2. Furnham, Adrian & Valgeirsson, Halldor, 2007. "The effect of life values and materialism on buying counterfeit products," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 36(5), pages 677-685, October.
    3. Harvey, Michael, 1988. "A new way to combat product counterfeiting," Business Horizons, Elsevier, vol. 31(4), pages 19-28.
    4. Cordell, Victor V. & Wongtada, Nittaya & Kieschnick, Robert Jr., 1996. "Counterfeit purchase intentions: Role of lawfulness attitudes and product traits as determinants," Journal of Business Research, Elsevier, vol. 35(1), pages 41-53, January.
    5. repec:eme:srjpps:v:6:y:2010:i:2:p:393-404 is not listed on IDEAS
    6. Swami, Viren & Chamorro-Premuzic, Tomas & Furnham, Adrian, 2009. "Faking it: Personality and individual difference predictors of willingness to buy counterfeit goods," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 38(5), pages 820-825, October.
    7. Jean-Noël Kapferer, 1995. "Brand Confusion: Empirical Study of a Legal Concept," Post-Print hal-00784110, HAL.
    8. Muncy, James A. & Vitell, Scott J., 1992. "Consumer ethics: An investigation of the ethical beliefs of the final consumer," Journal of Business Research, Elsevier, vol. 24(4), pages 297-311, June.
    9. Simonson, Itamar & Winer, Russell S, 1992. "The Influence of Purchase Quantity and Display Format on Consumer Preference for Variety," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(1), pages 133-138, June.
    10. Moshe Givon, 1984. "Variety Seeking Through Brand Switching," Marketing Science, INFORMS, vol. 3(1), pages 1-22.
    11. Belk, Russell W, 1985. "Materialism: Trait Aspects of Living in the Material World," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 265-280, December.
    12. Belk, Russell W, 1988. "Possessions and the Extended Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 139-168, September.
    13. Richins, Marsha L & Dawson, Scott, 1992. "A Consumer Values Orientation for Materialism and Its Measurement: Scale Development and Validation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(3), pages 303-316, December.
    14. Lertwannawit, Aurathai & Mandhachitara, Rujirutana, 2012. "Interpersonal effects on fashion consciousness and status consumption moderated by materialism in metropolitan men," Journal of Business Research, Elsevier, vol. 65(10), pages 1408-1416.
    15. 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.
    16. Steenkamp, Jan-Benedict E M & Baumgartner, Hans, 1992. "The Role of Optimum Stimulation Level in Exploratory Consumer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(3), pages 434-448, December.
    17. Joy M. Kozar & Sara B. Marcketti, 2011. "Examining ethics and materialism with purchase of counterfeits," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 7(3), pages 393-404, August.
    18. Fullerton, R. A. & Punj, G., 2004. "Repercussions of promoting an ideology of consumption: consumer misbehavior," Journal of Business Research, Elsevier, vol. 57(11), pages 1239-1249, November.
    19. Bearden, William O & Etzel, Michael J, 1982. "Reference Group Influence on Product and Brand Purchase Decisions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 183-194, September.
    20. Wendy Wan & Chung-Leung Luk & Oliver Yau & Alan Tse & Leo Sin & Kenneth Kwong & Raymond Chow, 2009. "Do Traditional Chinese Cultural Values Nourish a Market for Pirated CDs?," Journal of Business Ethics, Springer, vol. 88(1), pages 185-196, April.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Weiting Wang & Yi Liao & Wenjing Shen, 2023. "The Impact of Online Anti-Counterfeiting on Channel Structure and Pricing Decisions," Sustainability, MDPI, vol. 15(10), pages 1-26, May.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Selma Kalyoncuoglu & Begum Sahin, 2017. "Moderating Role of Materialism in the Effect of Perceived Value on Purchase Intention of Counterfeits of Luxury Brands," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(4), pages 76-88, August.
    2. Antonia Correia & Metin Kozak & Seongseop (Sam) Kim, 2018. "Luxury shopping orientations of mainland Chinese tourists in Hong Kong," Tourism Economics, , vol. 24(1), pages 92-108, February.
    3. Alexander Davidson & Marcelo Vinhal Nepomuceno & Michel Laroche, 2019. "Shame on You: When Materialism Leads to Purchase Intentions Toward Counterfeit Products," Journal of Business Ethics, Springer, vol. 155(2), pages 479-494, March.
    4. Nelson Borges Amaral, 2020. "What can be done to address luxury counterfeiting? An integrative review of tactics and strategies," Journal of Brand Management, Palgrave Macmillan, vol. 27(6), pages 691-709, November.
    5. Gurzki, Hannes & Woisetschläger, David M., 2017. "Mapping the luxury research landscape: A bibliometric citation analysis," Journal of Business Research, Elsevier, vol. 77(C), pages 147-166.
    6. Kaufmann, Hans Ruediger & Petrovici, Dan Alex & Filho, Cid Gonçalves & Ayres, Adriano, 2016. "Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands," Journal of Business Research, Elsevier, vol. 69(12), pages 5735-5747.
    7. Bian, Xuemei & Wang, Kai-Yu & Smith, Andrew & Yannopoulou, Natalia, 2016. "New insights into unethical counterfeit consumption," Journal of Business Research, Elsevier, vol. 69(10), pages 4249-4258.
    8. Swami, Viren & Chamorro-Premuzic, Tomas & Furnham, Adrian, 2009. "Faking it: Personality and individual difference predictors of willingness to buy counterfeit goods," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 38(5), pages 820-825, October.
    9. Loussaïef, Leïla & Ulrich, Isabelle & Damay, Coralie, 2019. "How does access to luxury fashion challenge self-identity? Exploring women's practices of joint and non-ownership," Journal of Business Research, Elsevier, vol. 102(C), pages 263-272.
    10. Alberto Pastore, 2014. "No al falso! Un?indagine esplorativa sulle strategie anti-contraffazione delle fashion firms," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(2), pages 81-102.
    11. Siham Mourad & Pierre Valette-Florence, 2011. "The Effects Of Counterfeit On Luxury Brand Buying Behavior, In Terms Of Consumption Experience," Post-Print halshs-00660417, HAL.
    12. repec:vul:omefvu:v:9:y:2017:i:2:id:233 is not listed on IDEAS
    13. Sandra Awanis & Bodo B Schlegelmilch & Charles Chi Cui, 2017. "Asia’s materialists: Reconciling collectivism and materialism," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 48(8), pages 964-991, October.
    14. Nguyen Thi Tuyet Mai & Nguyen Hoang Linh, 2017. "Antecedents Of The Intention And Behavior Toward Purchase Of Counterfeit Luxury Goods In An Emerging Economy: A Study Of Young Vietnamese Consumers," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 8(2).
    15. Gong Sun & Wangshuai Wang & Zhiming Cheng & Jie Li & Junhua Chen, 2017. "The Intermediate Linkage Between Materialism and Luxury Consumption: Evidence from the Emerging Market of China," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 132(1), pages 475-487, May.
    16. Stefano Pace, 2013. "Does Religion Affect the Materialism of Consumers? An Empirical Investigation of Buddhist Ethics and the Resistance of the Self," Journal of Business Ethics, Springer, vol. 112(1), pages 25-46, January.
    17. Juelin Yin & Lixian Qian & Anusorn Singhapakdi, 2018. "Sharing Sustainability: How Values and Ethics Matter in Consumers’ Adoption of Public Bicycle-Sharing Scheme," Journal of Business Ethics, Springer, vol. 149(2), pages 313-332, May.
    18. Aurélie Hemonnet-Goujot & Pierre Valette-Florence, 2022. "“All you need is love”. From product design value perception to luxury brand love: An integrated framework," Post-Print hal-03562015, HAL.
    19. 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.
    20. Chan, Wing Yin & To, Chester K.M. & Chu, Wai Ching, 2015. "Materialistic consumers who seek unique products: How does their need for status and their affective response facilitate the repurchase intention of luxury goods?," Journal of Retailing and Consumer Services, Elsevier, vol. 27(C), pages 1-10.
    21. Islam, Tahir & Pitafi, Abdul Hameed & Akhtar, Naeem & Xiaobei, Liang, 2021. "Determinants of purchase luxury counterfeit products in social commerce: The mediating role of compulsive internet use," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:globus:v:22:y:2021:i:4:p:996-1009. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: http://www.imi.edu/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.