A Study of Counterfeiting Purchase Behavior: The Role of Perceived Consequences and Neutralization
This paper seeks to shed light into the demand side of counterfeiting. Based on existing literature in the field, we posit that intention to buy a counterfeit is influenced by consumer's attitudes towards counterfeited products and neutralization, while perceived benefits, perceived risk, and moral intensity are antecedents of consumer’s attitude toward buying counterfeits. We also hypothesize that neutralization moderates the attitude-intention relationship. The results of the paper survey conducted in Slovenia showed that perceived benefits and moral intensity significantly influence the attitude, while the impact of risk is negligible. Furthermore, attitude and neutralization significantly predict the intention to pirate.
Marketing and Management Association Proceedings, Spring 2012, 203-208.