Abstract:

Despite relentless effort to combat the counterfeit business, the purchase of counterfeits product is increasing in Indonesia. To solve this problem, an insight into the demand side of counterfeits is essential. To curb the demand for counterfeits requires an understanding as to what motivates consumers to buy counterfeits. This research is based on a theory of planned behavior (TPB) by Ajzen (1991), and the data was analyzed using Structural Equation Modeling. The questionnaire was administered to 299 people online. The result shows that fashion consciousness, self-ambiguity and religiosity have positive impacts on purchase intention of fashion counterfeits. Subjective norm was found to be an insignificant factor but is a significant factor that affects self-ambiguity. Ethical judgement was also found to have a significant negative impact on purchase intention of fashion counterfeits.