Model for Antecedents of Attitude and Price on the Purchase Intention of Consumers and Trade of Counterfeit Luxury Products

Counterfeiting is a crime and harmful for the trade and business in any country; therefore, countries need to investigate and stop this crime. People must behave ethically and give awareness about fake products. The objective of this paper was to investigate the mediating effect of attitude and price sensitivity between social, moral, and personal antecedents and purchase intention of consumers towards trade of the counterfeit luxury products. This study has used data obtained through 1,150 questionnaires. Data were analyzed through Smart PLS-SEM. This study found that attitude and price sensitivity act as mediators. Further, the results of this study are consistent with theory of planned behavior. It is the first study of its kind conducted in Pakistan using PLS-SEM. Previously, studies focused only on the ethical aspect of trade whereas this study used the ethical, religious, individual, collective, status, risk, idealistic, informative, normative, price, and attitude dimensions. It is concluded that future studies can use cognitive behavior and consumer needs as mediators.