Testing and incorporating additional determinants of ethics in counterfeiting luxury research according to the theory of planned behavior (original) (raw)
Counterfeiting is a worldwide issue. In order to resolve the counterfeiting problem, a new holistic model is developed containing 17 constructs. This empirically tested model is grounded on Theory of Reasoned Action and Theory of Planned Behaviour. The valid sample size for the study is 907 with a response rate of 95%. After preliminary analysis, the model is developed and tested in two stages. Initially, of each construct, CFA is tested followed by testing of the overall model. The model (H1) developed and empirically tested, adequately explains consumer attitude and behaviour. Attitude (H5) is the strongest predictor of purchase intention. Additionally, moral orientation (H4) is the strongest predictor of attitude, followed by personal orientation (H3) and social orientation (H2). In the case of sub-factors of social orientation, individualism (H2D) is the strongest predictor of attitude followed by informative (H2B) and collectivism (H2C). Normative (H2D) is not tested and droppe...