Factors predicting young consumers’ purchase intention of non-deceptive counterfeit: Evidence from Gulf Countries

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.