DefinePK

Abstract

The current research examines the relationship between impulsive buying behaviour, hedonic motives, and counterfeit consumption among young, city-dwelling apparel consumers in Pakistan. Based on Coaction Theory and McGuire's Theory of Motivation, the study constrained the hedonic motivations as a mediating variable, which interconnects impulsive tendencies with counterfeit buying. The study employed 503 mall-intercept respondents and utilised Structural Equation Modelling (SEM) for data analysis. It is observed that impulsive buying is a significant positive determinant of hedonic motivations and counterfeit consumption. Hedonic motivations are also highly indicative of counterfeit consumption and partially mediate the relationship between impulsivity and counterfeit demand. These results are indicative of the pleasure-seeking, novelty, and self-expression aspects of counterfeit purchasing, as it is not merely an economic choice. The study is theoretically helpful in expanding the hedonic motives in consumer behaviour literature as a psychological mechanism that explains maladaptive buying behaviour. In practical terms, it can provide information to brand managers and policymakers on how to intervene at an emotional level, rather than merely at an economic or ethical level, to limit the allure of counterfeit goods. The results demonstrate the necessity of awareness campaigns and marketing strategies that emphasise the hedonic value of authentic products and utilise this to overcome consumer vulnerabilities, specifically impulsive and hedonic temptations.