Psycho-Demographic Determinants of Young Consumers’ Intention towards Purchasing Counterfeit Apparel in a U.S. Counterfeit Capital

Abstract

<p>The purpose of this study was to examine key psycho-demographic determinants that influenced consumers’ attitude and purchase intention of counterfeit apparel. Using a survey method, a convenience and purposeful sample of 118 young consumers in Los Angeles County was used for this study. From the series of multiple regressions, we found that none of the six personality traits (integrity, materialism, novelty seeking, personal gratification, status consumption, and value consciousness) played a significant role of conforming the participants’ attitudes towards counterfeit apparel. However, the two personality traits (value consciousness and integrity) along with the two demographic variables (gender and income) played a significant role for their intention of purchasing counterfeit apparel, which are the interesting findings of this study. Limitations and implications were also presented for future studies.</p>