The Mediating Role of Attitude Towards Intentional Buying of Counterfeit Goods: An Indian Consumer’s Perspective

Abstract

The current study offers a conceptual framework for how consumer attitude for buying the counterfeit goods may mediates the relationship between consumer perceptions and their buying intentions to acquire the counterfeit goods in India. A hypothetical model is being proposed and validated through survey questionnaire. An overall sample size of 960 respondents were being selected from the different counterfeit markets of Delhi (India). To capture the true behavior of shoppers in the retail environment, face-to-face interviews were conducted utilizing the mall-intercept approach. The mediation model is validated through SPSS and PROCESS macro. According to the results, consumers' view of buying counterfeit goods has a favorable impact on their purchase intentions, and this effect is entirely mediated by customers' perception of buying counterfeit goods in India. This study is admissible to the present marketing environment because it offers brand makers and marketers insightful information that they can use to create strategies and regulations that will effectively sway customers' decisions to buy counterfeit goods in India.