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Young women’s attitude towards counterfeiting cosmetics: an empirical study

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Diouani H., Bechelaghem K., Graa A.
Marketing Instytucji Naukowych i Badawczych
|
2023
|
vol. 50
|
issue 4
93-114
EN
The present research aimed to pinpoint the factors shaping attitudes towards counterfeiting and how these attitudes influence the intention to purchase counterfeit products. The work tries also to take a step back from previous research contributions, to develop a model for understanding attitudes towards counterfeit products. To achieve this aim, a quantitative study was undertaken using a questionnaire survey was administered to a sample of 250 women in Algeria. To assess our hypotheses, a structural equation modelling (SEM) was employed. Findings showed that factors such as insensitivity to counterfeiting, economic considerations as well as perceived risk directly impact the attitude towards counterfeiting.
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