Negative emotions and repurchase intention in fake fashion consumption: evidence from an emerging economy

Purpose Given that scholars had underexplored negative emotions regarding the consumption of fake products, this study sought to establish the behavioural outcomes of negative emotions’ subconstructs to explain the consumption of fake fashion brands. Design/methodology/approach The study was anchored in Sternberg’s (2003) duplex theory of hate, using 427 shoppers conveniently sampled from an emerging economy, with structural equation modelling to support data analysis. Findings Results showed that sad experiences related to the consumption of fake fashion products influenced anger towards fake fashion products in general, but negatively influenced repurchase intentions. Also, a troublesome brand experience significantly moderated the relationship between sadness and anger, whereas complaint intention did not. The study provides useful insight into how negative emotions drive behaviour related to fake fashion consumption, which is important for campaigners, law enforcement and fashion firms seeking to stop its consumption. Originality/value This paper addresses a significant knowledge gap by providing a pioneering, comprehensive overview of the subconstructs of negative emotions, shedding light on the complex dynamics of consumer behaviour surrounding the consumption of counterfeit fashion products.