To buy of to Lie: Determinants of Purchase Intention of Counterfeit Fashion in Malaysia

In the competitive fashion industry, counterfeit fashion has become prominent and also a great threat to the original brands in the market. The study seeks to investigate the factors that affect consumers’ purchase intention towards counterfeit fashion products (CFP). Constructs of past experience of consumers, perceived risk, social influence, attitudes of consumers towards the purchase intention of counterfeit fashion products were explored through the distribution of 350 questionnaires. 284 usable data were analysed and the results showed that past experience and social influence have the most significant influential effect towards the purchase intention of CFP. The results also proved that consumers’ attitudes towards CFP have a mediating effect and gender moderates between past experience and purchase intention. This research discusses the implications towards authentic brand manufacturers in fashion industry and recommendations for future research studies, which will help the researchers in conducting related research more accurately.