Factors Influencing Attitudes and Purchase Intention of Fashion Counterfeits among Batswana College Students

Abstract

Counterfeit products pose a serious threat to the manufacturers and retailers of authentic designer products most especially in the Botswana Economy. The aim of the present research study is to examine the influence of antecedents of attitudes toward fashion counterfeit among Batswana college students and its relationship to purchase intention of counterfeit products. The research mainly discussed the effect of social factors and personality factors toward youth consumer attitudes to buy counterfeit product. Approximately 250 respondents aged between 18-32 participated to give response to the survey gathered from questionnaire distribution. The analysis using path coefficient analysis shows that social and personality factors have mostly significant impact towards attitudes. The study also found out that social factors and value consciousness have significant and positive relationship with purchase intention towards counterfeit fashion products among Batswana college students. The research findings could be used to formulate strategies for academia, practitioners and more importantly policy makers in Botswana.