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Abstract
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Article Information:
Attitudes toward Counterfeit Products and Generation Differentia
Kambiz Heidarzadeh Hanzaee and Mohammad J. Taghipourian
Corresponding Author: Kambiz Heidarzadeh Hanzaee
Submitted: December 28, 2011
Accepted: January 26, 2012
Published: May 01, 2012 |
Abstract:
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Given growth in international trade in counterfeit products and whereas Consumers are the actual
forces behind this counterfeiting trade, so, the study focuses on the demand side of counterfeiting, identifying
and examining factors influencing on attitude of consumers of non-deceptive counterfeiting in terms of
differences generations in Iran, second most populous country among the countries of Middle East. In this
study, based on the four generation and the revolution in Iran, the generations are divided into two generations:
combination generation and Y generation and also,Conceptual framework of the study emphasizes that
Perceived Risk, Risk Averseness, Price-Quality preference, Subjective Norm, Integrity, Personal Gratification
could affect on attitudes toward counterfeit products. Results of SEM from samples of combination generation
(52.43%) and Y generation (47.57) indicate that perceived risk and risk averseness have negative impact on
attitudes toward counterfeit products and Personal Gratification no impact on it under both of generations but
other variables have differences impacts on attitudes. Also in both of generations, the results indicated that
attitudes toward counterfeit products are positively related to behavior intentions. Drawing on the results of the
research, the researchers suggest that it may be necessary for the marketing practices for these two generations
differ.
Key words: Attitude, behavior intention, counterfeit product, ethics, generation, millennial consumer,
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Cite this Reference:
Kambiz Heidarzadeh Hanzaee and Mohammad J. Taghipourian, . Attitudes toward Counterfeit Products and Generation Differentia. Research Journal of Applied Sciences, Engineering and Technology, (09): 1147-1154.
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ISSN (Online): 2040-7467
ISSN (Print): 2040-7459 |
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