The influences of lawfulness attitudes on consumers' willingness to purchase counterfeit goods
Australian & New Zealand Marketing Academy
Faculty of Business and Law
School of Marketing, Tourism and Leisure
The selling of counterfeit products has long been recognised as a problem particularly in Asian countries. Asia is home to a number of big emerging markets (BEM's) such as China, India, Indonesia, and South Korea (World Bank 1995), whose population and purchasing power are rapidly expanding and promise an ever richer consumer base for IP products. However, these emerging markets are also home to some of the world's most virulent counterfeit good producers (Callan 1998). The current study investigates Indonesian consumers' general lawfulness attitudes and how this affects their willingness to buy known counterfeit products. Results indicate that willingness to buy a high involvement counterfeit branded product was inversely related to general lawfulness attitudes and attitudes towards counterfeit purchasing. However, there was no significant relationship between general lawfulness and attitudes towards purchasing in a low involvement situation.