Marketing Intelligence & Planning

Consumer perceptions of counterfeit clothing and apparel products attributes

Moin Ahmad Moon, Batish Javaid, Maira Kiran, Hayat Muhammad Awan, Amna Farooq,
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Moin Ahmad Moon, Batish Javaid, Maira Kiran, Hayat Muhammad Awan, Amna Farooq, (2018)
"Consumer perceptions of counterfeit clothing and apparel products attributes", Marketing Intelligence
& Planning, Vol. 36 Issue: 7, pp.794-808, https://doi.org/10.1108/MIP-11-2017-0272
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MIP
36,7 Consumer perceptions of
counterfeit clothing and apparel
products attributes
794 Moin Ahmad Moon and Batish Javaid
Air University, Multan, Pakistan
Received 23 September 2017
Revised 3 November 2017 Maira Kiran
27 January 2018
25 March 2018
Quaid-i-Azam University, Islamabad, Pakistan, and
24 May 2018
21 June 2018
Hayat Muhammad Awan and Amna Farooq
23 June 2018 Air University, Multan, Pakistan
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Accepted 24 June 2018

Abstract
Purpose – The purpose of this paper is to test and validate a modified Stimulus-organism-response (S-O-R)
model with the bi-dimensional attitude toward counterfeit apparel products. The study examines the
relationship of object and social psychological stimuli with utilitarian and hedonic attitude and intentions to
purchase counterfeit apparel products.
Design/methodology/approach – The authors collected data from 331 systematically selected university
students of the age bracket (18–30) years from Punjab, Pakistan (MLE) via self-administrated questionnaire.
Structural equation modeling (SEM) with maximum likelihood estimation via AMOS 23 was used for
data analysis.
Findings – The modified S-O-R model explained significant variance in counterfeit purchase intentions.
Hedonic attitude proved to be a strong predictor of counterfeit apparel purchase intentions as compared to
utilitarian attitude. All attributes of counterfeit apparel products proved to be the significant positive
predictors of hedonic and utilitarian attitude except information susceptibility, which did not predict
utilitarian attitude.
Research limitations/implications – Data were collected from university students of the age bracket
(18–30) years and apparel products were taken as a product category.
Practical implications – The retailers and manufacturers of original brands should emphasize humiliation
and embarrassment that a consumer may have to face because of counterfeit purchasing. They can also
educate consumers on the negative impacts of the counterfeit products not only on consumers but also on the
economy as a whole.
Originality/value – S-O-R model was adapted to provide strong theoretical underpinnings to understand
counterfeit consumption behavior. This study also incorporated two dimensions of attitude in counterfeit
product consumption behavior and analyzed their relative influence on purchase intentions.
Keywords Apparel products, Counterfeit products, Hedonic attitude, S-O-R model, Utilitarian attitude
Paper type Research paper

The problem is that the fake products today, they make better quality, better price than the real
product, than the real names. They’re the exact factories, the exact raw materials, but they do not
use that name. The way of doing business has changed. We cannot solve the problem 100 pc
because it’s fighting against human instinct. ( Jack Ma, Founder of Alibaba, Alibaba’s Investor’s
Day, June 14, 2016)

Marketing Intelligence & Planning
Vol. 36 No. 7, 2018
pp. 794-808
© Emerald Publishing Limited
0263-4503
DOI 10.1108/MIP-11-2017-0272
1. Introduction
Counterfeiting has become a significant economic threat that is pervasive and universal
(Zampetakis, 2014). Counterfeit products are the replica of original branded products, which
have same color, design, packaging and they contain the same logo and/or trademark (Wilcox,
Kim and Sen, 2009). Counterfeiting has dented almost all industries and product categories
worldwide with a net worth of $600bn (OECD/EUIPO, 2016). Apparel industry ranks No. 1
amongst these industries, resulting in loss of reputation to the original brands and billions of
dollars to the economy annually. Despite massive investments in anti-counterfeiting efforts at
 government, institutional and original manufacturer level, counterfeit products account for a Counterfeit
large and increasing number of consumers worldwide. To understand the reasons behind this clothing
increase and to stop counterfeit consumption, it is imperative to understand what motivates
consumers to purchase counterfeit apparel products.
Research on counterfeit product’s purchase has a paucity of sound theoretical
backing. The theory of planned behavior (TPB) and theory of reasoned action (TRA)
are two attitude-behavior models, mostly employed in previous counterfeit products 795
consumption studies (e.g. Amaral and Loken, 2016; Bian et al., 2016). TRA states that
consumer behavior is predicted by consumer intentions that are functions of consumer’s
attitude and subjective norms (Ajzen and Fishbein, 1980). TPB extends TRA by adding
perceived behavioral control as a predictor of intentions and behavior (Ajzen and
Fishbein, 2005). Both these models only address the cognitive side of consumer’s decision
making, assuming that the consumers’ are rational in their decision-making process.
Various researchers (e.g. Nejad et al. 2004) criticize these theories and suggest that
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affective and social psychological variables should be used as an extension of

these approaches.
Researchers (e.g. Moon et al., 2017) suggested that stimulus-organism-response (S-O-R)
model (Mehrabian and Russell, 1974) enables researchers to better scrutinize cognitive,
affective and social psychological influences on behavior. Furthermore, in counterfeit
consumption research, there is an inconsistency between the relationship of attitude and
intentions of counterfeit purchase. Consumers’ favorable or unfavorable attitude does not
necessarily constitute positive or negative counterfeit purchase intentions (Chiu
and Leng, 2016). This gap is known as the attitude-behavior gap in the literature
(Boulstridge and Carrigan, 2000). To overcome this inconsistency, in line with, we employ
a bi-dimensional approach to attitude and operationalize attitude as either utilitarian or
hedonic. To date, no study has pampered the S-O-R model and bi-dimensional attitudes to
explain consumer’s intentions to purchase counterfeit products. This study, therefore,
has three prime objectives: first, to empirically test and validate modified S-O-R model;
second, to investigate consumer’s perception of attributes of counterfeit products that
influence their attitude and intentions to purchase; and third, to discover consumer’s
viewpoint about attributes of counterfeit products that are related to bi-dimensions
of attitude.
The study contributes to the existing body of literature by testing and validating a new
and comprehensive model that not only explains the functional motivations, but also takes
into account emotional and social psychological motivations. This study also contributes to
our understanding of counterfeit consumption related to behaviors as it aims to overcome
the attitude-intentions inconsistency by employing bi-dimensional attitudes toward
counterfeit consumption. This study further contributes to our knowledge of counterfeit
consumption by empirically explaining the relative importance that consumers assign to
different motivations to purchase counterfeit products.

2. Conceptual background
S-O-R model serves as theoretical foundations of this study. S-O-R model has three
elements: stimulus; organism; and response. This model generally assumes that an
organism is exposed to external stimuli and responds accordingly. In this study, we
operationalize S-O-R model by considering consumer’s viewpoint about counterfeit
product’s attributes as stimulus, attitudes as organism and purchase intention as
response. The research discusses two types of stimuli: social psychological stimuli and
object stimuli (Slama and Tashchian, 1987). Object stimuli relate to characteristics of the
product, time of consumption and complexity, whereas, social psychological stimuli relate
to the encompassing environment of an individual.
 MIP We use cue utilization theory (Olson and Jacoby, 1972) to identify the object and social
36,7 psychological stimuli that are most relevant to counterfeit consumption. Cue utilization theory
states that consumers rely on the information that is readily available to them before purchase
decision and try to overcome their uncertainty by considering this information as attributes
(Moon et al., 2017). In psychological and consumer research, attributes are classified as cognitive,
affective and social attributes (Eroglu et al., 2001; Wang, 2017). Cognitive and affective attributes
796 relate to object stimuli, whereas social attributes relate to social psychological stimuli (Moon
et al., 2017). Cognitive attributes refer to the functionality of the product and consumers use
these attributes as cognitive cues in decision making. Cognitive attributes of a product may be
consumer-oriented such as consumer’s prior encounter with a brand/product or the knowledge
about the product and its functionality. Therefore, in context of counterfeit consumption, past
experience, and product knowledge are taken as cognitive attributes.
Affective attributes relate to joy, entertainment, fun, pleasure and enjoyment extracted from
purchase activity of product (Moon et al., 2017). Affective attributes may be consumer-oriented as
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well as product oriented. Consumers seek to try out new and innovative products without
focusing on the functional value of the product. They seek novelty in products out of instinct
rather than cognition. In product oriented affective attributes, sensory appeals of a product have
drawn a significant amount of attention. Product appearance is one of the most important
sensory elements and it is considered a vital stimulus. Therefore, in context of counterfeit
consumption, product appearance and novelty seeking are taken as affective attributes.
Social psychological attributes are cues that stem from the community and environment
surrounding an individual (Slama and Tashchian, 1987). Social psychological attributes are
considered most crucial stimulus, as individual consumers are susceptible to social pressure and
are concerned with their image amongst their referents and society at large (Wang, 2017). Hence,
we considered status consumption, normative susceptibility and information susceptibility as
essential and relevant social psychological attributes of counterfeit product consumption.
In the initial S-O-R model (Mehrabian and Russell, 1974), the organism is described by
three emotional states: pleasure; arousal and dominance (PAD). Due to the narrow scope of
PAD dimensions, literature has suggested various other constructs that are associated with
internal states. Based on the categorization of internal states by Eroglu et al. (2001), we
incorporate only two components of the organism: cognition and affect. As literature
suggests, attitude scales are used to effectively reflect and operationalize the internal states
of cognition and affect (Fiore and Kim, 2007), we operationalize attitude using
bi-dimensional approach, as either hedonic or utilitarian. Based on above-mentioned
theoretical arguments, the current study aims to investigate the influence of past experience,
product knowledge, product appearance, novelty seeking, status consumption, information
susceptibility and normative susceptibility on two dimensions of attitude: utilitarian and
hedonic, and intentions to purchase counterfeit products.

3. Counterfeit product purchase intention

Intentions can be defined as subjective evaluations of a person toward a particular object in
order to respond to a specific behavior (Ajzen and Fishbein, 2005). If we apply this concept
in our study, we can say that purchase intention is the subjective evaluation of the person
that is willing to perform particular counterfeit purchase behavior (Chiu and Leng, 2016).
Counterfeit purchase intentions have been extensively studied in consumer behavior
literature (Moon et al., 2015). We use counterfeit purchase intentions as a proxy to study
apparel counterfeit purchasing.

3.1 Past experience

Past experience is a consumer’s previous encounter with a product through which
consumers evaluate products (Bian et al., 2016). In line with this, consumers who are savvy
 with counterfeit products, know the level of benefits that counterfeits can offer them, Counterfeit
consider them a cheaper and less risky alternative to their original counterparts (Pueschel clothing
et al., 2017). Favorable past experience with the product is likely to result in increased
purchase intentions (Augusto de Matos et al., 2007). Since past experience with the
counterfeit product is evaluated on the functional basis, we conservatively assume a
relationship between past experience and utilitarian attitude:
H1. Past experience has a positive influence on utilitarian attitude. 797

3.2 Product knowledge

Product knowledge is defined as consumer’s possession of specific information regarding
the particular product or category. Consumer’s perceptions about a product vary concerning
the consumer’s varying levels of product knowledge (Laroche and Maxie, 2003). Consumers
who have detailed knowledge about the products can better evaluate the products and their
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alternatives rather than consumers who have less knowledge about the products (Davidson
et al., 2017). Based on previous research works (Bian et al., 2016) that found a significant
relationship between product knowledge and attitude toward counterfeit products, we may
hypothesize that:
H2. Product knowledge has a positive influence on utilitarian attitude.

3.3 Product appearance

Physical appearance is the characteristic of the product that helps the consumers to judge
the product by symbolic and esthetic motives (Blijlevens et al., 2017). The similar
appearance of counterfeits as that of original product or brand gives a high emotional value
to the consumer. Therefore, counterfeit manufacturers pay particular attention to the
appearance of the product (Bian et al., 2016). Consumers ignore functional benefits of
counterfeits as they are more excited by the esthetics of the product and considers the
appearance as a reward for themselves (Kim and Karpova, 2010). Based on the similarities in
physical appearance between original and counterfeit product, consumers often develop
favorable emotions toward counterfeit (Davidson et al., 2017). Therefore, we postulate that:
H3. Product appearance has a positive influence on hedonic attitude.

3.4 Novelty seeking

Novelty seeking is the internal motivation or internal drive of an individual to explore novel
information (Hirschman, 1980). In counterfeit products, many novel designs and versions of
original branded provide a chance to the consumer to calm his/her urges and explore new
products (Rishi and Mehra, 2017). Counterfeit products are low in price and many versions of
original branded products are available, therefore consumers buy them to fulfill their need for
experimentation and curiosity. From previous studies, it evident that novelty seekers are more
concerned with satisfying their internal motivation of experimentation rather than the product
itself or the benefits it entails (Wang, 2017). Therefore, we consider it suitable to hypothesize that:
H4. Novelty seeking has a positive influence on hedonic attitude.

3.5 Status consumption

Status consumption is the purchase, use and consumption of products to gain status among
peers and society (Teah et al., 2015). Low-income status-conscious individuals are likely to form
a favorable attitude toward the counterfeit products. Status-conscious consumers seek
 MIP self-satisfaction from the product, as they tend to use products that have visible brand related
36,7 to features. This allows them to gain a certain level of self-identity and association to a specific
class (Eastman and Eastman, 2011). On the other hand, status-conscious consumers want to
display themselves to others by discussing the feature and benefits of products and by
acquiring the products at lower prices (Eisend et al., 2017). Counterfeit products provide
consumers with a chance to enhance their social standing at a small expense. Therefore, one
798 may argue that status-conscious consumers are not only concerned with the status reflection
from a counterfeit product; they also look to gain some utility out of the less expensive
counterfeit product (Davidson et al., 2017). Therefore, we deem it appropriate to assume that:
H5. Status consumption has a positive influence on utilitarian attitude.
H6. Status consumption has a positive influence on hedonic attitude.
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3.6 Susceptibility to interpersonal influence

Consumer susceptibility to interpersonal influences is known as consumer’s vulnerability or
defenselessness to his interpersonal influences (Rishi and Mehra, 2017). Interpersonal
influences are composed of two dimensions, i.e. informative and normative influences
(Sharma and Chan, 2017). The tendency to believe information gathered from others to be
precise reality is known as informational influence (Wang, 2017). Consumers who have a
little knowledge of the product category in question largely rely on the expert opinion of
others. If family members, friends, peers or reference groups possess expert knowledge
about attributes ( functional and emotional) of counterfeit products, it will affect consumer’s
perception of counterfeit products. As a result, consumers are likely to form a favorable
attitude toward the counterfeit products. Susceptibility to normative influence is known as
the desire of a consumer to develop consistent beliefs, views and specifications of buying
decisions with others (Wang, 2017). These consumers want to enhance their image by
adopting products, brands and lifestyles of their family, friends, and referents to impress
them (Sharma and Chan, 2017). If consumers see their family members, friends, peers or
reference groups use counterfeit products and extract functional benefits (reasonable price
and quality etc) or emotional benefits (positive self-image etc), they form a favorable attitude
toward counterfeit products. According to the TRA Ajzen and Fishbein (1980)
the acceptance or rejection of a consumer’s particular buying behavior by his/her
reference group (i.e. colleagues, friends and family) puts consumer into colossal pressure to
indulge into behavior that aligns consumer with the reference group. That is why normative
beliefs, in particular, are considered robust interpreter of consumer buying behavior
(Ajzen and Fishbein, 2005). Based on the arguments, we consider it appropriate that:
H7. Normative susceptibility has a positive influence on utilitarian attitude.
H8. Normative susceptibility has a positive influence on hedonic attitude.
H9. Information susceptibility has a positive influence on utilitarian attitude.
H10. Information susceptibility has a positive influence on hedonic attitude.

3.7 Utilitarian and hedonic attitude

Attitude is defined as favorable or unfavorable evaluations toward an object (Ajzen and
Fishbein, 2005). We operationalized attitude as a two-dimensional construct; hedonic
attitude and utilitarian attitude (Eroglu et al., 2001). Utilitarian attitude is concerned with the
functional and instrumental evaluations (Noh et al., 2014). Consumers who have utilitarian
attitude toward a counterfeit product will evaluate counterfeit products on functional basis.
While hedonic attitude is concerned with happiness, excitement or sensory attributes of the
 products that arouse positive feelings (Wang, 2017). Consumers who have hedonic attitude Counterfeit
toward counterfeit products will evaluate counterfeit products on emotional value. Previous clothing
studies in counterfeiting (e.g. Teah et al., 2015; Amaral and Loken, 2016; Wang, 2017)
suggest a positive association between attitude and intentions to purchase counterfeit
products. Therefore, we hypothesize that:
H11. Utilitarian attitude has a positive influence on purchase intention.
H12. Hedonic attitude has a positive influence on purchase intention (Figure 1).
799

4. Methodology
4.1 Sample
The population of this study was the young consumers of Pakistan who were the purchaser
of apparel products (clothing and accessories). Youngsters are more attracted toward
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apparel products and because of their lifetime value, understanding their consumption
behavior is important (Moon and Attiq, 2018; George and Yaoyuneyong, 2010). In total, 331
systematically selected (every fifth) university students of the age bracket (18–30) years,
who were the purchaser of apparel products (clothing and accessories), were the sample of
this study. University students have strong desire to obtain benefits that are associated with
original branded products and have low income at their disposal (Bian et al., 2016).
Therefore, adult university students are the most appropriate sample to understand
counterfeit consumption related to behaviors (Moon et al., 2017).
We calculated sample size based on different guidelines. First, according to Hair et al. (2017),
5–10 responses per observed variable would result in required minimum sample size. Total
number of observed variables was 52 and multiplying it by 5 resulted in 260 respondents.
Second, for structural equation modeling (SEM), a minimum sample size of no less than 200 is
recommended (Kline, 2015). Third, different previous researchers of counterfeiting utilized
sample size up to 300 in their studies (Chiu and Leng, 2016). Therefore, a sample of 331
respondents comfortably exceeded the required minimum threshold.

STIMULUS ORGANISM RESPONSE

Cognitive Drivers

Past
Experience
H1

Product H2
Knowledge
Utilitarian
Attitude
Affective Drivers

Product H11
Appearance
H3 H5

Novelty Purchase
Seeking H4 Intentions
H12
H7
Status
H6
Consumption
H8 Hedonic
Social Drivers

Attitude
Normative H9
Susceptibility
H10

Information
Figure 1.
Susceptibility
Conceptual model
 MIP 4.2 Measures
36,7 The survey instruments were adapted from previous studies. Six items of past experience
were adapted from Tom et al. (1998). Product knowledge five items were adapted from
Laroche and Maxie (2003). Product appearance three items were adapted from Kim and
Karpova (2010). Four items of novelty seeking were adapted from Mallet and Vignoli (2007).
Four items of status consumption were adapted from Eastman et al. (1999). Four items of
800 information susceptibility and eight items of normative susceptibility were adapted from
Bearden et al. (1989). Five items each for utilitarian and hedonic attitude were adapted from
Voss et al. (2003). Four items of purchase intention were adapted from Augusto de Matos
et al. (2007). All the variables were measured on five-point Likert scale anchored from
strongly disagree ¼ 1 to strongly agree ¼ 5.

4.3 Data collection method

Data were collected through a self-administered survey from systematically selected
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university students from three cities of Punjab that included Lahore, Multan and
Faisalabad. We initially contacted 608 students. We excluded individuals who: first, were
below 18 or above 30 years of age; second, did not know about the replicas of original
clothing and apparel brands; and third, had not purchased counterfeit clothing or apparel
product over the past 30 days. In total, 456 (75 percent) students showed their consent to
participate in our study. Participants were informed of confidentiality of their responses and
study objectives. In total, 354 respondents (56 percent) returned the filled questionnaires and
we eliminated 23 questionnaires that were improperly filled or contained missing
information. Finally, we were left with 331 usable responses (54 percent) (Lahore ¼ 132;
Faisalabad ¼ 125; Multan ¼ 74).

4.4 Data analysis procedures

Statistical package for social sciences 23 was used for the preparation of data file. To test the
model fitness and proposed relationships among variables, we used SEM in AMOS 23.

5. Results and discussions

A few missing values and outliers were detected in the data file and were treated with the
means of the corresponding values as suggested by Cousineau and Chartier (2010). The results
show that data are normally distributed because the values of skewness and kurtosis were
within the recommended thresholds (±1, ±3) as suggested by Tabachnick and Fidell (2007).
Variable inflation factors (VIF) and tolerance values were examined to check multi-collinearity.
VIF values W 10 and tolerance values o0.10 indicated that multi-collinearity is not an issue
(Hair et al., 2017). To assess the common method bias (CMB), we followed procedural and
analytical remedies and concluded that our data has no CMB issues (see, Podsakoff et al., 2012).

5.1 Sample demographics

The sample n ¼ 331 of university students consisted of 56.8 percent male respondents and
the majority 45 percent fit in the age group of 22–26. Most of the respondents had a monthly
income of PKR 15,000 and 22.3 percent belonged to Multan, 39.8 percent belonged to Lahore
and 37.7 percent belonged to Faisalabad.

5.2 Structural equation modeling

We adopted two-step approach suggested by Anderson and Gerbings (1988) to report the
findings of confirmatory analysis (whereby we tested validity and reliability of the
measurement model) followed by structural model to test the proposed hypothesis.
 5.2.1 Confirmatory factor analysis (CFA). We conducted CFA with ten latent variables Counterfeit
and 48 observed variables. In the initial run of the CFA, model fit indicated a poor fit. In clothing
re-specification of CFA, items with FL o0.6 and SMC o0.2 were eliminated (Kline, 2015).
The fit indices for the measurement model are acceptable CMIN/DF ¼ 1.41, GFI ¼ 0.92,
AFGI ¼ 0.89, CFI ¼ 0.96, IFI ¼ 0.97, NFI ¼ 0.90, TLI ¼ 0.96, RMSEA ¼ 0.035, PClose ¼ 0.99.
Furthermore, as part of measurement model analysis, we used reliability, convergent
validity and discriminant validity to examine the strength of measures of constructs used in 801
the proposed model (Fornell, 1987) (Table I).
Cronbach’s Alpha (α) of all the constructs is within the recommend threshold (α ⩾ 0.7)
and composite reliability exceeds the required minimum threshold of CR ⩾ 0.60, thus
indicating that all constructs are reliable (Fornell and Larcker, 1981; Nunnally and
Bernstein, 1994; Bagozzi and Yi’s, 1988). Further, significant factor loadings (FL ⩾ 0.6)
(Steenkamp and Van Trijp, 1991) and average variance extracted (AVE ⩾ 0.5) (Fornell and
Larcker, 1981) were used to establish convergent validity. In Table II, it is clear that AVEs of
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all latent constructs are above 0.5 and factor loadings of all items are greater than 0.6 and
significant at po0.001 that indicates the convergent validity of the constructs.
For divergent validity, we used three methods. First, the square root of average variance
extracted (AVE) should be greater than the inter-construct correlations (Fornell and
Larcker, 1981). Second, we examined the correlation confidence interval between two
constructs. The confidence interval around correlation estimate did not include the value
1.00 (Hair et al., 2017). Table II shows that no such case exists and all the constructs are
different thus confirming the divergent validity. Third, strong and significant factor
loadings (FL ⩾ 0.6) of measurement items on their respective latent constructs rather than
other constructs were observed indicating further evidence of divergent validity.
5.2.2 Structural model and hypothesis testing. We specified a full-latent structural model
to test relationships among variables. Model fit indices (CMIN/DF ¼ 1.49, GFI ¼ 0.91,
AFGI ¼ 0.88, CFI ¼ 0.96, IFI ¼ 0.96, NFI ¼ 0.89, TLI ¼ 0.95, RMSEA ¼ 0.039, PClose ¼
0.994) show goodness of fit for the structural model. Results of our study revealed that
variance explained (Model R2) by modified S-O-R model in purchase intention was 66
percent (R2 ¼ 0.66, p o0.01). Variance explained by the predictors of utilitarian and hedonic
attitudes was 60 percent (R2 ¼ 0.60, p o0.01) and 55 percent (R2 ¼ 0.55, p o0.01),
respectively. Results indicate the soundness of the modified S-O-R model along with
bi-dimensional attitude approach in counterfeit product consumption.
Structural model results provided in Table III indicated that past experience (H1: γ ¼ 0.21,
po0.05) and product knowledge (H2: γ ¼ 0.61, po0.05) had a significant positive influence
on utilitarian attitude. The results are in line with previous findings that suggest that the
consumers who had favorable experiences with counterfeit apparel products and possess
strong knowledge of the counterfeit apparel products are prone to form a favorable rational
attitude toward counterfeit apparel products (Kim and Karpova, 2010; Bian et al., 2016).
Result indicated positive and significant relationships between status consciousness
(H6: γ ¼ 0.18, p o 0.05), normative susceptibility (H8: γ ¼ 0.25, p o 0.05) and an
insignificant relationship between informative susceptibility (H10: γ ¼ 0.02, p ¼ 0.745)
and utilitarian attitude. Results suggest that the consumers who are status conscious and
may want to associate themselves with a certain class (peers and colleagues’) are more
likely to make favorable rational judgments about the counterfeit apparel products
(Teah et al., 2015). The contradictory result of H10 suggests that consumers do not
evaluate the functional value of counterfeit apparel products based on information
acquired from peers and colleagues. Consumers may not want to take the risk of investing
in the counterfeit apparels only because their peers and colleagues’ have done so. They
doubt the functional value of the counterfeits.
 MIP Factor
36,7 Codes Variable loadings Mean SD

Past experience
PE3 Counterfeit clothing and accessories made me excited as original 0.78 2.83 1.23
PE4 Counterfeit clothing and accessories were precious for me 0.65
PE5 Counterfeit clothing and accessories were attracted to me 0.73
802 Product knowledge
PK3 Counterfeit clothing and accessories are more users friendly 0.69 2.94 1.19
PK4 Counterfeit clothing and accessories are secure in usage 0.73
PK5 I am fully confident about counterfeit clothing and accessories as original 0.70
Product appearance
PA1 I would buy counterfeit clothing and accessories because of the design 0.74 3.2 1.17
PA2 I would purchase counterfeit Clothing and accessories because of the 0.77
appearance
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PA3 I would buy counterfeit clothing and accessories because they look good 0.76
Novelty seeking
NS2 I like innovative counterfeit clothing and accessories because it gives 0.66 3.8 1.09
me something new
NS4 I tend to seek out new counterfeit clothing and accessories 0.91
Status consumption
SC2 I am interested in new counterfeit clothing and accessories with status. 0.69 3.5 1.19
SC3 I would pay more for a counterfeit clothing and accessories if it had status 0.69
Normative susceptibility
NM2 It is important that others like the products and brands I buy 0.75 3.47 1.28
NM3 When buying products, I generally purchase those brands that I think 0.74
others will approve of
NM4 If other people can see me using a product, I often purchase the brand they 0.70
expect me to buy
Information susceptibility
IS1 To make sure I buy the right product or brand, I often observe what others 0.66 3.5 1.21
are buying and using
IS3 I often consult other people to help choose the best alternative available 0.64
from a product class
Utilitarian attitude
UA3 Counterfeit clothing and accessories perform the same as original products 0.77 3.2 1.28
UA4 Counterfeit clothing and accessories help me in achieving the same 0.81
satisfaction as original products
Hedonic attitude
HA1 Counterfeit clothing and accessories give me pleasant effect 0.79 3.11 1.22
HA2 Counterfeit clothing and accessories cheer me up 0.79
HA3 Counterfeit clothing and accessories make me happy 0.79
Purchase intension
Table I. PI1 I would intend to buy counterfeit clothing and accessories 0.79 3.06 1.21
Results of PI2 My willingness to buy counterfeit clothing and accessories is high 0.75
confirmatory PI3 I am likely to purchase any counterfeit clothing and accessories 0.68
factor analysis PI4 I have a high intention to buy counterfeit clothing and accessories 0.68

Furthermore, we found significant and positive relationships between product appearance

(H3: γ ¼ 0.71, p o0.05), novelty seeking (H4: γ ¼ 0.20, p o0.05), status consciousness
(H5: γ ¼ 0.31 p o0.05), normative susceptibility (H7: γ ¼ 0.23, p o0 0.05), informative
susceptibility (H9: γ ¼ 0.190, p o0.05) and hedonic attitude. Results suggest that consumers
 Variables α CR AVE 1 2 3 4 5 6 7 8 9 10
Counterfeit
clothing
1. Product knowledge 0.83 0.75 0.50 0.71
2. Past experience 0.83 0.77 0.53 0.62 0.73
3. Hedonic attitude 0.88 0.84 0.63 0.63 0.68 0.80
4. Information susceptibility 0.74 0.64 0.57 0.32 0.43 0.44 0.76
5. Purchase intenstions 0.83 0.82 0.53 0.70 0.66 0.73 0.38 0.73
6. Utilitarian attitude 0.83 0.78 0.63 0.70 0.58 0.71 0.27 0.66 0.80 803
7. Product appearance 0.80 0.80 0.58 0.71 0.64 0.65 0.35 0.61 0.46 0.76
8. Normative susceptability 0.83 0.78 0.54 0.25 0.25 0.38 0.74 0.34 0.32 0.29 0.73
9. Status consumption 0.74 0.65 0.48 0.40 0.38 0.43 0.57 0.26 0.23 0.53 0.58 0.69
10. Novelty seeking 0.81 0.78 0.64 0.14 0.13 0.20 0.14 0.09 0.15 0.15 0.08 0.43 0.80 Table II.
Notes: CR, composite reliability; AVE, average variance extracted; α ¼ Cronbach’s α Discriminant validity
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Hypothesis Structural paths γ p-values Decision

H1 Past experience → Utilitarian attitude 0.21 0.00 Supported

H2 Product knowledge → Utilitarian attitude 0.61 0.00 Supported
H3 Product appearance → Hedonic attitude 0.75 0.00 Supported
H4 Novelty seeking → Hedonic attitude 0.20 0.00 Supported
H5 Status consumption → Hedonic attitude 0.31 0.00 Supported
H6 Status consumption → Utilitarian attitude 0.18 0.00 Supported
H7 Normative susceptibility → Hedonic attitude 0.23 0.00 Supported
H8 Normative susceptibility → Utilitarian attitude 0.25 0.00 Supported
H9 Information susceptibility → Hedonic attitude 0.19 0.02 Supported
H10 Information susceptibility → Utilitarian attitude 0.02 0.74 Not supported
H11 Utilitarian attitude → Purchase intention 0.26 0.00 Supported
H12 Hedonic attitude → Purchase intention 0.68 0.00 Supported Table III.
Notes: γ ¼ path coefficients. All paths are significant at po 0.05 Results of hypothesis

are likely to extract joy, happiness and pleasure from counterfeit apparel products: if these
products look the same as original products; are helpful in disseminating a certain social
status; consumers have a tendency to explore and experiment with new products; and their
peers and colleagues’ use counterfeit apparel products (Kim and Karpova, 2010; Teah
et al., 2015).
Results revealed that utilitarian attitude (H11: γ ¼ 0.26, p o0.05) and hedonic attitude
(H12: γ ¼ 0.68, p o0.05) had significant positive influence on purchase intention. Findings
suggest that the emotional value of counterfeit apparel products is more important in
counterfeit apparel product consumption than that of their functional value. Results of our
study disclose that hedonic drivers are stronger predictors of intentions compared to
rational/utilitarian drivers. In previous research works, counterfeit consumption is found to
be more associated with utilitarian evaluations by consumers (Ting et al., 2016; Chiu and
Leng, 2016). This divergent tendency of consumers may be attributed to the fact that they
are more interested in uplifting their emotional states through counterfeit consumptions
rather than gaining any functional benefits.

6. Implication
6.1 Theoretical implications
This study provides a new perspective for predicting counterfeit consumption by adapting
S-O-R model. S-O-R provides a solid theoretical underpinning to study consumer motives
 MIP that the previous research in counterfeit consumption lacks. Researchers may employ S-O-R
36,7 model to the consumer behavior fields where consumer decision making heavily relies on
cognitive processes (Moon et al., 2017). Moreover, the model successfully explained 66
percent variance in the purchase intentions, indicating the significance of operationalizing
attitude as bi-dimensional construct along with explaining the relatively stronger effect of
emotional decision making. Academicians should emphasize using two-dimensional attitude
804 to better understand consumer decision making and overcome the attitude-behavior gap in
consumer research.

6.2 Practical implications

Government and policymakers should collaborate and strengthen anti-counterfeiting
organizations such as TCEP, anti-counterfeiting group Pakistan, Pakistan Standard and
Quality Control Authority for the eradication of counterfeiting in Pakistan. They should
introduce strict laws and impose penalties or prosecute the manufacturers, retailers and
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consumers of counterfeit apparel products. Furthermore, policymakers should educate

the consumers about social, economic, psychological and personal consequences of
consumption of counterfeit apparel products. They should especially target educational
institutions and introduce special advertising campaigns that center social, economic,
psychological and personal menaces of counterfeiting and the momentous financial,
performance and safety risks associated with the purchase of counterfeit apparel products.
From a managerial perspective, at present, counterfeit apparels are of such high
quality that it is difficult for consumers to identify fake products. Retailers and
manufacturers of original brands should create innovative and distinctive features and
designs that are costly and difficult to imitate. Retailers and manufacturers of original
brands must advertise these differences among their original brands and counterfeits.
These advertisement campaigns may emphasize reliability, quality, useful life and social
lift associated with original brands. Results demonstrated that consumers purchase
counterfeits of original brands to gain status benefits. The consumers who cannot afford
original apparel brands resort to the counterfeits to satisfy their status urges. Therefore,
dissemination of brand offers immense affordability to the consumers who purchase
counterfeits of the original brand. To hold the status image of the original brand, its image
is transferred to the disseminated brands. This enables the consumers to gain the status
benefits of original brand with affordability and without damaging the worth of original
brand by purchasing it’s counterfeit. The retailers and manufacturers of original brands
can emphasize on humiliation and embarrassment that a consumer may have to face
because of counterfeit purchasing. Doing so would help retailers and manufacturers of
original brands to fight against counterfeiting in countries where anti-counterfeiting
mechanisms are immature or not properly implemented.
The consumers who have knowledge about the counterfeits had a favorable attitude
toward counterfeit consumption. One way to tackle this problem is to educate consumers
of the negative impacts of the counterfeit products not only on consumers but also on the
economy as a whole. Celebrities can be used to educate consumers and stimulate a sense of
ethical behavior and consumption. Additionally, to counter the favorable attitudes and
intentions of such consumers toward counterfeit products, lifetime warranties and
aftersales services may add value (Teah et al., 2015). Moreover, regular promotional
campaigns by retailers, original brand manufacturers to reward current, first time
and loyal consumers, who support the original brand, reinforce favorable attitudes and
intentions toward the original brands. List of genuine distributors should be published
and distributed by the original brand manufacturers in the marketplace. Further, they
should make sure that the distributors and retailers return all the official documents
related to marketing information, sales data and production techniques on the completion
 of the contract. Salespeople should build relationships with consumers by providing Counterfeit
information about the attributes of original apparel products and their counterfeits, clothing
texting photos of the original and counterfeit apparel products and giving in-store and
online product advice.

7. Conclusion
Based on the modified S-O-R model, this study examined principle drivers that urge 805
consumers toward the purchase of counterfeit apparel products (S) that lead to consumer’s
attitudes (O) and behavioral intentions to buy counterfeit products (R). Results of the study
showed rigorousness of the modified S-O-R model, in predicting intentions to purchase
counterfeit apparel products and the foremost role of hedonic attitude as compared to
utilitarian attitude. According to the pragmatic investigation of the counterfeit apparel
products purchasers, this study found that cognitive, affective and social psychological
drivers are the antecedents of attitudes, which in turn, influence intention to purchase
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counterfeit apparel products. The theoretical and bi-dimensional approach of attitudes, i.e.
hedonic and utilitarian contributes to a better understanding of consumer’s counterfeit
apparel products purchase behavior.

8. Limitations and future research

In this study, the cross-sectional research design was opted to collect data. Future research
may be conducted using longitudinal research design to increase the generalizability of the
results. The focus of this study was on young university students of the age bracket (18–30)
years. This low-income segment of the population is more susceptible to purchase
counterfeit products. Therefore, in future, researchers should include other segments of
society such as professionals and housewives for greater generalizability of results. Another
recent and noteworthy segment of consumers in emerging economies is compulsive buyers
(Horváth and Adıgüzel, 2018). Counterfeit consumers and compulsive buyers more or less
share similar buying motives. They both are negative consumer behaviors and carry severe
personal, social, financial and legal consequences (Horváth and Adıgüzel, 2018; Moon and
Attiq, 2018). Easily available counterfeits may increase the compulsiveness of consumers.
Due to the absence of research on this topic, in future, it would be interesting to know how
compulsive buying and counterfeit consumption relate to each other.
Future researchers should replicate this study in other countries and across different
consumer product categories (e.g. consumer electronics, food drinks, tobacco, toiletry
apparel, footwear, audio-visual and other household products) which are affected by
counterfeiting. Future studies may include more stimuli such as marketing or
environmental stimuli and also examine the mediating effects through the internal states.
Moderating variables such as personality traits may also be employed in future studies to
gain more insights into counterfeit consumption. Another interesting future research
avenue would be to know that how consumers perceive attributes of high-quality
counterfeits in relation to original brands and/or low-quality counterfeits.

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About the authors

Moin Ahmad Moon is Lecturer of Marketing at Air University School of Management and teaches
Consumer Behavior and Marketing. He is perusing the PhD Degree in Compulsive Buying Behavior.
His research interests include addictive and dark consumer behaviors, sustainable consumption and
relationship marketing. He has several publications in reputed international journals. Moin Ahmad Moon
is the corresponding author and can be contacted at: moin@aumc.edu.pk
Batish Javaid is Masters student at Air University School of Management Multan Campus.
He currently serves National Educational Network (Pvt) Ltd as Corporate Customer Manager.
Maira Kiran is Research Scholar at the Department of Bioinformatics, University of Agriculture
Faisalabad. She has undertaken several industrial projects and research project in Pakistan.
Her research interests include bio-informs, consumer big data, computers and consumers.
Hayat Muhammad Awan is teaching from last the last four decade. Currently, he is working as
Director at Air University Multan Campus, Pakistan. He has published more than 60 research
articles in the journals of international repute and presented papers at international conferences in
different countries.
Amna Farooq is Master’s student at Air University School of Management Sciences. She has
undertaken several marketing research projects in Pakistan. Her research interests include consumer
psychology and consumer’s irrational behaviors.

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