Understanding Luxury Fashion Counterfeit Consumption Behaviour in an Emerging Economy: A Modified and Extended Theory of Planned Behaviour Approach

This study examined consumers’ luxury fashion counterfeit (LFC) consumption behaviour in an emerging economy using the modified and extended version of the theory of planned behaviour (TPB). The modifications included adding causal paths linking subjective norm to both attitude and perceived behavioural control, while the extensions involved introducing ethical concern and past LFC purchase experience as additional predictors of purchase intention of LFCs. Data were collected from 373 respondents, recruited using the snowball sampling technique, and were subsequently analysed using structural equation modelling. The analysis revealed that attitude towards purchasing LFCs and subjective norm positively predicted purchase intention of LFCs. Further, both the modifications were empirically validated as subjective norm positively influenced both attitude towards purchasing LFCs and perceived behavioural control. Support was found for both the additions too, as ethical concern and past LFC purchase experience were significantly related to purchase intention of LFCs. Finally, attitude towards purchasing LFCs mediated subjective norm’s effect on purchase intention of LFCs. By leveraging the modified and extended TPB to understand consumers’ LFC consumption behaviour, this study generates deeper insights into the phenomenon and enhances the predictive validity of TPB. The findings can also be used by luxury fashion brand managers to inform their anti-counterfeiting strategies.