Counterfeit Luxuries: Does Moral Reasoning Strategy Influence Consumers’ Pursuit of Counterfeits?
Jie Chen (),
Lefa Teng () and
Yonghai Liao ()
Additional contact information
Jie Chen: Shanghai Jiao Tong University
Lefa Teng: Jiangnan University
Yonghai Liao: Shanghai Jiao Tong University
Journal of Business Ethics, 2018, vol. 151, issue 1, 249-264
Abstract Morality, in the context of luxury counterfeit goods, has been widely discussed in existing literature as having a strong association with decreased purchase intention. However, drawing on moral disengagement theory, we argue that individuals are motivated to justify their immoral behaviors through guilt avoidance, thus increasing counterfeit purchase intention. This research demonstrates that consumers’ desire to purchase counterfeit luxuries hinges on (one of) two types of moral reasoning strategies: moral rationalization and moral decoupling. The empirical results show that each strategy increases purchase intention, but respectively through moral judgment and perceived benefit. Implications for researchers and managers are discussed.
Keywords: Counterfeit purchase intention; Moral decoupling; Moral disengagement; Moral rationalization (search for similar items in EconPapers)
References: View references in EconPapers View complete reference list from CitEc
Citations: Track citations by RSS feed
Downloads: (external link)
http://link.springer.com/10.1007/s10551-016-3255-y Abstract (text/html)
Access to full text is restricted to subscribers.
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:kap:jbuset:v:151:y:2018:i:1:d:10.1007_s10551-016-3255-y
Ordering information: This journal article can be ordered from
http://www.springer. ... cs/journal/10551/PS2
Access Statistics for this article
Journal of Business Ethics is currently edited by Michelle Greenwood and R. Edward Freeman
More articles in Journal of Business Ethics from Springer
Bibliographic data for series maintained by Sonal Shukla ().