Analysis of counterfeit fashion purchase behaviour in UAE

Purpose ‐ The purchase of counterfeit fashion products in the UAE is increasing and government agencies have focused mainly on the supply side. To curb demand for counterfeit products would require an understanding as to what motivates a buyer to willingly buy a counterfeit product. The purpose of this paper is to identify the factors that influence the demand for counterfeit products. Design/methodology/approach ‐ The theoretical framework was based on Ajzen's Theory of Planned Behavior and relevant variables identified from previous studies. The questionnaire was designed based on established scales and administered to students at a business school in Dubai, UAE. The Cronbach alpha test is used to test the reliability of the constructs and the hypotheses are tested using correlation and regression. Findings ‐ Lack of ethical judgement, self ambiguity, value consciousness and being susceptible to the opinions of others are some of the key reasons for purchasing counterfeits. Research limitations/implications ‐ The perceived value of the original product should be enhanced either by reducing the price or preferably educating the potential buyer of the superior physical attributes of the product. Educational campaigns on the ethical issues of buying counterfeit products are required. Originality/value ‐ The study is the first of its kind in understanding the counterfeit purchase behaviour in the UAE. Policy makers and companies can have a better idea on the areas they need to focus on in order to reduce the demand for counterfeit products.