The Influence of Ethics and Materialism of Consumer Buying Interest in Counterfeit Fashion Goods

Meydi Yusuf Dwiyanto
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Meydi Yusuf Dwiyanto: Department of Management and Business, Padjadjaran University

No 201109, Working Papers in Business, Management and Finance from Department of Management and Business, Padjadjaran University

Abstract: The purpose of this paper is to examine how does the consumer ethic, level of materialism and consumer buying interest in counterfeit fashion goods; to help company create effective anti-piracy strategy. Data is collected using random sampling method spread questionnaires to college student in Bandung. Multiple linear regression are conducted using Statistical Product and Service Solution (SPSS). The main contributor of the paper is to show consumer intention to buy counterfeited product are dependent on the attitudes they have toward counterfeits, which can be influenced by ethics and materialism. Materialism not high enough in college student they do not concern about luxurious of his life and buying interest toward counterfeit fashion goods was in low category.The paper contributes to inform companies to better understand and aware of consumer attitudes toward counterfeit goods so they can prevent losses.

Keywords: Ethics; Materialism; Buying Interest; Counterfeit goods; Fashion (search for similar items in EconPapers)
JEL-codes: M0 (search for similar items in EconPapers)
Pages: 14 pages
Date: 2011-12, Revised 2011-12
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