Counterfeit Fashion Goods Purchase Intention Among Muslim Millennial: What Counts—Religiosity, Ethical Concern or Attitude Towards Lawfulness?

This study aims to investigate the effect of religiosity, ethical concern, and attitude towards lawfulness, on the counterfeit good purchase intention among Muslim Millennial. For this study, fashion goods are selected to become the primary object as the trend of buying counterfeit fashion goods has become a norm especially among the Muslim millennial. A survey of 324 respondents was conducted in Shah Alam. Data were collected from respondents using structured questionnaires by means of convenience sampling technique. Statistical Package for Social Science (SPSS) version 22 was used to analyze the data. The results of the analysis show that only ethical concern has a significant relationship with consumers’ purchase intention towards counterfeit fashion goods. Religiosity and attitude towards lawfulness are found to be insignificant. The outcome of the study helps provide important insights to marketers and manufacturers of the genuine brand products in making better marketing strategies to lure the consumers to buy the original product instead of the fake one. The religious institution can come out with better approaches in minimizing the purchase of counterfeit fashion goods among their believers. Finally, the government as a key player can exercise its role in controlling and monitoring the counterfeit syndicate goods in Malaysia.