FACTORS INFLUENCING INTENTION OF CONSUMERS TO BUY NON-DECEPTIVE COUNTERFEIT FASHION PRODUCTS IN VIETNAM

Abstract

Counterfeiting, often known as piracy, is described as the act of reproducing identical replicas of legitimate items, as well as packaging, branding, and logo (Kay, 1990). The unlawful commerce in piracy and counterfeiting has swiftly expanded to embrace practically every product area, including fashion, electronics, software, medicines, food, etc. Many factors, including an inexpensive advantage (Bloch etal., 1993), non-price determining factors (Wee etal., 1995), brand influence (Bian etal., 2009; 2011), social and personal factors have been proposed. More recently, with better technology, counterfeit products have become more competitive in quality (Nill & Shultz, 1996; Wilcox etal., 2008). The shrinking quality gap between luxury brand products and counterfeit products will pose a huge challenge for brands to retain customers who would otherwise switch to high-quality counterfeit alternatives. The goal of this research is to identify the key factors influencing Vietnamese consumers to purchase non-deceptive counterfeit fashion products. Studies in this field have mainly focused on large markets such as the United States and Australia. Little research has been done in developing countries, especially in Vietnam, a growing market for counterfeit products. In this study, data was collected through surveys on consumers in Hanoi and then analyzed using a structural equation model. Risk-seeking, and Ethical concern factors are found to have impacts on attitude and consequently intention to buy non-deceptive counterfeiting products.