Consumer Concern, Knowledge, and Attitude Towards Counterfeit Apparel Products: An Application of the Theory of Reasoned Action Theory
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Using the theory of reasoned action (TRA) as a theoretical framework, this research investigates the relationship of three variables (concern with apparel industry issues, knowledge about counterfeiting, and attitude towards counterfeit apparel products) with consumer willingness toward paying a premium for non-counterfeit goods.
This proceeding is from 63rd Annual Conference of the International Textile and Apparel Association (2006): pp. 1-2. Posted with permission.