Factors influencing consumers’ attitudes towards counterfeit luxury fashion brands: Evidence from Vietnam

Abstract

This paper investigates the consumers’ attitudes with two attributes, social factor and personal factor that relate to counterfeit luxury fashion brands. The results show how these factors influence the buying intention and drive to buying decisions. A survey was conducted on 249 consumers in Ho Chi Minh City, Vietnam, which is seen as a dynamic and great market, and an emerging market in Asia. This place also contains many sensitive issues relating to counterfeit luxury fashion brands. The research results show that brand image, social influence and previous experiences have a positive impact on consumers’ attitudes towards the counterfeit fashion products. Personal satisfaction has a negative impact on counterfeit luxury fashion brands. Moreover, the study illustrates consumers attitudes have a strong and positive relationship with buying intentions of counterfeit product of luxury fashion brands.