The purpose of this study is to identify the impact of materialism on the consumer attitude and intentions to buy counterfeit products. A conceptual review was done to understand the antecedents and results of counterfeit fashion products’ consumption. A questionnaire was designed to trap the responses regarding the demographic variables such as age, gender, education and marital status, and psychographic factors like personality and their relationship with intentions to buy counterfeit fashion products. The questionnaire was administered as the research tool and descriptive statistics and correlation were used to draw significant findings. Materialism refers to the importance people attach to material possessions. For materialistic consumers, possessions have a crucial position in their lives. In the context of counterfeit purchase, both counterfeits and original products can satisfy materialistic mind of many consumers since both products look-alike. The study finds significant relationship between materialism and counterfeit fashion products purchase intentions.
Counterfeit fashion products, Attitude, Materialism
