The Effects of Moral Judgment and Brand Conspicuousness on Purchase Intention of Counterfeit Luxury Fashion Goods

Abstract

Purpose – This study aimed to examine the mediating effects of moral judgment and brand conspicuousness perceptions on the intention to purchase counterfeit luxury fashion products of customers with "value-expressive" or " socially-adjusted" attitudes towards luxury brands' products in the textile and fashion market. Design/methodology/approach – An online questionnaire was applied to the participants who were reached by easy sampling method among social media users in Turkey. According to the data obtained, 14 hypotheses related to the mediating effects of moral judgment and brand conspicuousness perceptions on the intention to purchase counterfeit luxury fashion products of value-expressive or social-adaptive customers were analyzed using Process Macro 4.0. Findings – The construct validity and reliability of the scales were found to be quite high with the exploratory factor analysis performed and the calculated Cronbach's Alpha coefficients. It was observed that 30.7% of the sample (n=505) had a value-expressive attitude and 65.3% had a socially-adjusted attitude. It has been determined that the customers who has socially-adjusted attitude have a higher intention to purchase counterfeit luxury fashion products than the value-expressive attitude owners. At the same time, it was seen that 2 hypotheses were not supported because the effect of value-expressive attitude on moral judgment was not significant and the effect of moral judgment on the intention to purchase counterfeit products was significant, and 12 hypotheses were supported because the relations between other variables were significant.