DefinePK

Abstract

The present study analysed the determinants which encourage Pakistani consumers to willingly purchase counterfeit products. Total five variables were selected and out of five three were independent variables i.e. economic benefits, materialism, and perceived value. The purchase intention was used as mediating variable and consumer behaviour was taken as a dependent variable. A theoretical model was developed by combining these variables and empirically tested as shown in figure 1. The theory of planned behaviour provided bases for theoretical support to the proposed model which resulted in the development of seven hypotheses. The results confirmed that all independent variables positively related to purchase intention and consumer behaviour. Furthermore, purchase intention also had a mediating effect on independent variables. The model was found satisfactory from the goodness-of-fit point of view and all values are in the range of accepted fit and based on these results, all proposed hypotheses were accepted positively.