Mediating effect of self-control between life satisfaction and counterfeit consumption among female consumers

Komal Nagar

Journal of Global Fashion Marketing, 2016, vol. 7, issue 4, 278-290

Abstract: Despite the popularity of counterfeit brands among consumers, there is surprisingly little research on factors affecting shoppers’ counterfeit consumption behavior. India’s changing consumption patterns necessitate a study of counterfeits for understanding this behavior’s intensity and subsequently the buying patterns evolving on account of it. One of the most consistent findings in the extant literature is that conspicuous consumption is associated with life satisfaction. However, there is little research demonstrating the link between life satisfaction and counterfeit consumption. The present research examines whether self-control mediates the effects of life satisfaction on counterfeit consumption among women in India. Results based on 215 women consumers of counterfeit luxury fashion apparels revealed that self-control indeed has a mediating influence on the relationship between life satisfaction and counterfeit consumption. These results are interpreted as providing empirical support for the importance of self-control as a mechanism that influences the link between life satisfaction and counterfeit consumption.

Date: 2016
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DOI: 10.1080/20932685.2016.1208111

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