Factors predicting young consumers’ purchase intention of non-deceptive counterfeit: evidence from Gulf countries
ISSN: 1759-0833
Article publication date: 6 September 2023
Issue publication date: 19 February 2024
Abstract
Purpose
This study aims to assess both internal and external factors that impact consumer attitudes and intentions with regard to the purchase of non-deceptive counterfeits. More specifically, this study examines the impact of integrity, brand consciousness, performance risk and social risk on the attitude and in turn on the purchase intention of consumers towards non-deceptive counterfeits.
Design/methodology/approach
A total of 679 valid responses from the university students in two different Gulf countries, namely, Oman (264) and Qatar (415) were gathered through a self-administered structured questionnaire and analysed through partial least square‐structural equation modeling.
Findings
All the predictors of consumer attitude appeared significant in both country samples except integrity. However, brand consciousness appeared insignificant in the sample of Oman. In addition, Purchase intention towards the non-deceptive counterfeits was significantly predicted by attitude and subjective norm in both samples.
Originality/value
In the domain of non-deceptive counterfeit literature, the findings of the study will substantially add value. Particularly, in the Gulf country context, the impact of internal psychological and external risk factors on the attitude and purchase intention of non-deceptive counterfeits will enhance the insights of existing literature and extend and proof the robustness of the theory of reasoned action.
Keywords
Acknowledgements
Funding: This research is not patronized by any organization, NGO or Government financially.
Conflict of interest: There is no conflict of interest among the authors regarding the review and publication.
Citation
Al Balushi, M., Alam, M.M.D. and Fadlalla, A.M.A. (2024), "Factors predicting young consumers’ purchase intention of non-deceptive counterfeit: evidence from Gulf countries", Journal of Islamic Marketing, Vol. 15 No. 3, pp. 819-841. https://doi.org/10.1108/JIMA-12-2022-0332
Publisher
:Emerald Publishing Limited
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