Understanding Indonesian Millennials Intention to Purchase Counterfeit Fashion Products

Kunthi A. Kusumawardani, Hanif A. Widyanto, Delsi Ulfayani


Counterfeit fashion products have become an international business with a well-established global network. This study examines the antecedents of purchase intention for counterfeit fashion products among Indonesian millennials. Personal/self-ethics, brand consciousness, value consciousness, and social influence are the exogenous constructs being assessed and mediated by attitudes and the risk of embarrassment. This study is quantitative research which utilised Partial Least Squares-Structural Equation Modelling (PLS-SEM). 215 respondents participated in an online questionnaire that consisted of 31 questionnaire items. The result shows that personal/self-ethics, brand consciousness, value consciousness, and social influence influenced purchase intention through attitude. Additionally, personal/self-ethics also influenced the risk of embarrassment. This study provides a new understanding of Indonesian millennials' purchase intention on counterfeit fashion products through a novel framework.

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