Abstract

This paper investigates the factors that impact on consumers’ attitudes toward counterfeits of fashion goods and behavioral intension to purchase them. The results show that brand image, social influence, and past experiences have a positive impact on consumers’ attitude toward counterfeits of fashion products. Meanwhile, personal gratification has a negative impact on counterfeit products. Furthermore, we also find that consumers’ attitudes and experiences have a strong and positive relationship with intention to purchase counterfeits of fashion products. The analysis is based on a random sample of 300 participants who are living in Ho Chi Minh city, Vietnam.