Trend of buying counterfeit items in fashion industry in Hanoi: Assessment of consumer attitude and behavior

Tóm tắt

Counterfeiting is a growing global problem, especially in the fashion industry, significantly impacting both established and emerging fashion brands. Existing literature has focused on various socio-cultural, ethical and religious factors in different countries, while mostly focusing on luxury brands. The study takes into account consumers' attitudes and behaviors while purchasing counterfeit fashion in Hanoi, Vietnam, by investigating the key psychological and behavioral determinants. Based on the theory of planned and extended behavior, the study investigates the impact of Hedonic Benefits, Brand Engagement in Self-Concept, Novelty Seeking, Materialism and constructs the moderating role of Price Consciousness on Counterfeit Purchase Attitude, which ultimately leads to counterfeit purchase behavior. The findings show that women aged 18-30, mainly from Generation Z to adults, are the main consumers of counterfeit fashion items. Furthermore, price consciousness is shown to moderate the impact of brand attachment and novelty seeking on counterfeit purchase attitudes. This study fills a gap in the previous literature by expanding the scope beyond luxury brands to include fashion brands in general, providing practical recommendations for businesses, while contributing to raising awareness of the socio-economic consequences of counterfeit consumption, providing valuable insights for consumers and fashion brands globally.