ABSTRACT
Apparel products are ranked in at least the top fifth among the most commonly counterfeited products. This study examined the factors that enforce and prohibit customers’ intentions to purchase counterfeit apparel products by using the Modified Theory of Planned Behavior. The factors investigated in this research included extrinsic and intrinsic cues, perceived risk, easy access, subjective norms, attitude towards counterfeit apparel products, perceived behavioral control, perceived financial control, and intention to purchase counterfeit apparel products. The data was collected using a Likert-scale questionnaire that was distributed to 240 students of the YKPN School of Business, Yogyakarta, where only customers of non-deceptive transactions were tested. The results showed that intrinsic factors, easy access, and subjective norms had a positive significant influence on attitudes towards counterfeit apparel products, whereas perceived risk had a negative significant influence on attitudes towards counterfeit apparel products. Attitudes towards counterfeit apparel products had a positive significant strong correlation with intention to purchase counterfeit apparel products. This means that only attitudes towards counterfeit apparel products can influence customers’ intentions to purchase or not purchase counterfeit apparel products.
