Can religiosity alter luxury and counterfeit consumption? An empirical study in an emerging market

Abstract

Purpose The purpose of this study is to describe the effect of religiosity on luxury and counterfeit purchase intentions and to determine the role of consumer ethics in the context of counterfeit purchase intention. The conceptual framework is based on Theory of Planned Behavior (TPB). In the context of counterfeit consumption, religiosity is proposed to be an added component to the theory, while ethical consumption is proposed to mediate the relationship between religiosity and counterfeit purchase intention. In the context of luxury consumption, religiosity is proposed to precede TPB components which then affect luxury purchase intention. Design/methodology/approach This is a descriptive study; this study uses a mixed-methods approach, where eight semi-structured in-depth interviews and 500 surveys were conducted and distributed to Egyptian luxury consumers. Findings The major results suggest that religiosity and ethical consumption negatively affect counterfeit purchase intention as proposed. The results also reveal that religiosity did not necessitate a negative attitude toward luxury consumption. Religiosity was found to have a positive effect on attitudes, subjective norms and perceived behavioral control. Only subjective norms had significant effect on luxury purchase intention in the research context. Originality/value This paper contributes to the TPB by adding religiosity to the theory components as well as integrating the theory of planned behavior with Consumer’s Ethics theory in the context of counterfeit consumption. The study is an attempt to compare between luxury and counterfeit purchase intention while considering the role of individual’s religiosity in these purchases.

Do you consider buying a counterfeit? New evidence from the theory of planned behaviour and cognitive dissonance theory

“…Specifically, the more those buyers perceive that the others’ opinions regarding counterfeiting are positive, the more likely they will hold favourable attitudes towards counterfeiting, which is consistent with some Asian collective cultures where one’s identity is linked to the group s/he belongs to (Bhatia, 2018; Moon et al , 2018). Additionally, susceptibility to social influence significantly impacts purchase intention, which also aligns with previous findings (Kasber et al , 2022; Singh et al , 2021).…”

“…Likewise, the impact of social influence on purchase intention shows inconclusive findings in terms of the relationship direction. Specifically, some reveal that it negatively impacts counterfeit purchase intention (Fernandes, 2013), whereas others indicate that it positively impacts it (Kasber et al, 2022;Singh et al, 2021;Hidayat and Diwasasri, 2013;Phau et al, 2014). Therefore: H4.…”

Signaling norm salience through perceived peer counterfeit consumption

“…The consumption of counterfeit luxury brands is socially undesirable (Shan et al, 2022) and violates the ethical standards of consumption (Kasber et al, 2022). However, many consumers do not perceive buying counterfeit goods as unethical.…”

Behavior of Russian Premium Fashion Consumers and Designers after the COVID-19 Pandemic and International Sanctions

“…Based on empirical data, Chen et al (2018) [36] show that the consumption of counterfeit fashion goods is more typical for consumers from emerging economies. Kasber et al (2022) [37] show the dangers of the prevalence of counterfeit fashion goods consumption by female consumers in societies where such consumers can be opinion leaders. Wang et al (2018) [38] and Ngo et al (2020) [39] write about patterns of counterfeit luxury goods consumption, correlated with known motivations for choosing high-end luxury brands.…”