BEHIND THE LABEL: FACTORS INFLUENCING THE PURCHASE OF COUNTERFEIT SPORTSWEAR
Abstract
Counterfeit products, especially in the sports apparel market, have become increasingly common due to rapid advancements in technology that make it easier to replicate logos, packaging, and overall product design. These imitations not only mislead consumers but also impact global economies, reduce investor confidence, and pose potential risks to public health and safety. This study explores what drives consumers to consider purchasing counterfeit sportswear by looking at five key factors: subjective norms, materialism, attitude, and price. Out of 200 surveys distributed, 191 responses were collected and analysed. Interestingly, the results show that price and perceived quality play a significant role in shaping consumers’ buying decisions. On the other hand, factors such as social influence, personal values, and brand awareness were not found to have a strong impact. These findings offer useful insights for both marketers and policymakers who are working to address the growing issue of counterfeit goods. The study also reflects its limitations and offers suggestions for future research to build on these findings.
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