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Factors that influence young adults purchase intention towards luxury fashion counterfeit products.

The counterfeit fashion industry poses serious economic and social threats to the luxury fashion industry. Research has shown that this industry exists widely due to the demand for these products. The demand of this products is created by certain factors that influence a consumer purchase intention. This study aims to identify the factors that influence young adults’ purchase intentions towards luxury fashion counterfeit products. This study formulates the question: What factors influence young adults’ purchase intentions towards luxury fashion counterfeit products. Based on a thorough literature review, six factors were identified namely: value consciousness, perceived risk, materialism, morality, brand image and social influences. An online survey was distributed through social media channels to potential respondents across the UAE to collect data and was analysed using an inferential analysis. Analysis of the data demonstrated that five factors namely: value consciousness, perceived risk, materialism, brand image and social influences have found to influence young adults’ purchase intentions towards luxury fashion counterfeit products. This study contributes to existing literature and context. It also provides managerial implications for luxury brand owners and policymakers.

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