Too Broke for the Hype: Intention to Purchase Counterfeit Fashion Products among Muslim Students

Defta Adiprima, Kenny Devita Indraswari, Rahmatina Awaliah Kasri

2018

Abstract

The growth in international trade of counterfeit fashion products poses a serious threat to the global economic conditions. Producers may become unmotivated to be innovative because of counterfeiting which could lead to stagnation and unfair competition in business. This threat cannot be separated from the consumers their rationales behind their decision related to counterfeit products which is still unclear and varies across society. This phenomenon became more interesting to be studied in Indonesia which has strong Islamic culture. Therefore, this study intends to analyze the influential factors of purchase intention towards counterfeit fashion products for Muslim consumers. Conceptual framework of this study emphasizes several beliefs namely value consciousness, social risk, performance risk, subjective norms, descriptive norms, ethical consciousness, status consumption, and Muslim religiosity. 455 valid samples were collected by distributing self-administered questionnaires to undergraduate Muslim students in Greater Jakarta Area. By utilizing Structural Equation Modeling (SEM), this study uncovers that consumers’ attitude towards counterfeit product was found to be positively and significantly related to purchase intention of counterfeit fashion product. As for beliefs constructs, the structural model suggest that all belief variables are significantly influenced the attitudes toward counterfeit fashion products. Furthermore, the ethical consciousness appears to be the most significant factor that influence attitudes, whereas religiosity becomes the weakest. The results of the study provide some insights for marketers, manufacturers, policy makers and religious leaders which may contribute to relieve the global counterfeiting problems.

Paper Citation

in Harvard Style

Adiprima D., Indraswari K. and Kasri R. (2018). Too Broke for the Hype: Intention to Purchase Counterfeit Fashion Products among Muslim Students.In Proceedings of the 1st Unimed International Conference on Economics Education and Social Science - Volume 1: UNICEES, ISBN 978-989-758-432-9, pages 1323-1335. DOI: 10.5220/0009499213231335

in Bibtex Style

@conference{unicees18,
author={Defta Adiprima and Kenny Devita Indraswari and Rahmatina Awaliah Kasri},
title={Too Broke for the Hype: Intention to Purchase Counterfeit Fashion Products among Muslim Students},
booktitle={Proceedings of the 1st Unimed International Conference on Economics Education and Social Science - Volume 1: UNICEES,},
year={2018},
pages={1323-1335},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0009499213231335},
isbn={978-989-758-432-9},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 1st Unimed International Conference on Economics Education and Social Science - Volume 1: UNICEES,
TI - Too Broke for the Hype: Intention to Purchase Counterfeit Fashion Products among Muslim Students
SN - 978-989-758-432-9
AU - Adiprima D.
AU - Indraswari K.
AU - Kasri R.
PY - 2018
SP - 1323
EP - 1335
DO - 10.5220/0009499213231335