Examining purchase intention towards counterfeit luxury goods: The role of social and personality factors

This study investigates the influence of social and personality factors on consumers’ attitudes and intentions towards purchasing counterfeit luxury goods in an emerging market context. Drawing on the theory of planned behaviour, the research integrates personality factors (value consciousness, integrity, status consumption, brand consciousness, and personal gratification) and social influences (normative and informational susceptibility, and collectivism) to assess their influence on counterfeit luxury consumption. 312 respondents completed the questionnaire, and the data were analysed using SmartPLS. The findings showed that most social and personality factors did not have a significant influence on attitudes towards counterfeit luxury purchases. However, collectivism, personal gratification, and brand consciousness influenced attitudes negatively. This suggests that consumers who value their social group’s opinions, value a sense of satisfaction, and are conscious of the brands they purchase, form negative attitudes towards counterfeit luxury goods. Within the theory of planned behaviour framework, attitude emerged as the sole significant predictor of purchase intention, thereby confirming its pivotal mediating role in consumer decision-making processes. These findings contradict established theoretical assumptions regarding the influence of peer pressure and status considerations in counterfeit consumption behaviour. The results underscore the multifaceted nature of consumer ethics and identity formation within emerging market contexts, revealing complexities that warrant further theoretical refinement and empirical investigation.