Purchasing Counterfeits and Citizenship: Public Service Motivation Matters

Kwangho Jung, Seung-Hee Lee and Jane Workman
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Kwangho Jung: Korea Institute of Public Affairs, Institute of Information Knowledge and Policy, Graduate School of Public Administration, Seoul National University, 1 Gwanak-ro, Gwanak-gu, Seoul 08826, Korea
Seung-Hee Lee: Fashion Design and Merchandising, Southern Illinois University, 311 Quigley Hall, Carbondale, IL 62901, USA
Jane Workman: Fashion Design and Merchandising, Southern Illinois University, 311 Quigley Hall, Carbondale, IL 62901, USA

Sustainability, 2018, vol. 11, issue 1, 1-15

Abstract: The purpose of this study was to examine how consumers’ public service motivation (PSM) is related to ethical consumption behaviors and how past experience of unethical behavior can reduce the impact of PSM on ethical consumer behaviors. A nationally representative sample from South Korea was used to explore how PSM influences willingness to purchase fashion counterfeits and how the impact of PSM differs for those with and without past experience buying fashion counterfeits. Higher PSM was associated with less willingness to buy counterfeits. Past experience buying counterfeits was associated with greater willingness to buy counterfeits. Past experience buying counterfeits intervened between the impact of PSM and willingness to buy counterfeits such that the impact of PSM was weakened.

Keywords: consumer ethics; public service motivation; civic virtue; experience buying counterfeits; moral costs (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2018
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