The role of lawfulness attitudes and product characteristics toward willingness to buy non-deceptive counterfeit branded products : the case study of Indonesian consumers

Date of Award


Degree Type


Degree Name

Doctor of Philosophy


School of Marketing, Tourism and Leisure


Faculty of Business and Law


The current study was designed to investigate Indonesian consumers' willingness to buy counterfeit branded products. Using a quantitative design, variables considered included extrinsic cues, lawfulness , attitudes (attitudes toward general lawfulness and espoused attitudes toward purchasing legality), and product perfonnance expectation. A particular emphasis was placed on the consumers' willingness to buy non--deceptive, counterfeit, branded products. Issues of status consumption and product involvement were also explored. The sample for the study consisted of executive post-graduate students of Magistrate . Management Program. The sample has been selected from three reputable universities in Indonesia: Of the 600 questionnaires: forwarded to prospective respondents, four hundred and seven completed questionnaires were returned for analysis. Final sample consisted of two hundred and fifty five males (62%) and one hundred and fifty one females (37.1%). The majority of the sample was aged forty or below. Utilising an experimental design, brand was found to be a significant influence for high product involvement (HP I), but not for low product involvement (LP I) in consumers' willingness to buy a non-deceptive counterfeit branded product. Retailer's reputation, however, did influence both HPI and LPI. Interestingly, there was , an indication that regardless of product category for HPI or LPI, the provision of a discounted price did not significantly influence consumers' wiliingness to buy a counterfeit branded product.

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