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Eventually, it will help them to come up with better marketing strategies to purchase counterfeit products and to encourage them to purchase the original product. It is expected that the study findings will enhance the understanding of marketers as well as policymakers about consumers’ purchase intention of such fake products. The results revealed that the ethical aspect in term of religiosity, ethical concern, and perception of lawfulness directly and indirectly affect consumers’ behavioural intention to purchase counterfeit products.
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Partial Least Square Smart PLS software and SPSS were utilised in order to analyse the data.
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Considering this gap, the purpose of this paper is to investigate the direct as well as indirect effect of ethical aspects on the attitude of consumers’ counterfeit product purchase in the Malaysian market.Ī total of 737 questionnaires were distributed in China Town, Low Yat Plaza, as well as a few “pasar malam” (night markets), which yielded 400 completed usable responses. However, there is a dearth of research that linked ethical aspects with such kind of product purchase intention. Most of the past studies have considered social and personal factors in relation to counterfeit product purchase intention.