Influence of the love of money and morality on intention to purchase counterfeit apparel

I examined the influence of dimensions of the love of money (rich, importance, achievement, budget) and moral judgment toward counterfeit product purchase, on consumers’ intention to purchase counterfeit apparel. Data were collected from 185 participants in Ankara, Turkey, who had purchased counterfeit apparel. Results showed that the achievement and budget dimensions of the love of money positively influenced counterfeit purchase intention and, as predicted, moral judgment toward counterfeit product purchase negatively affected the intention to purchase counterfeit apparel. In contrast, the influence of the rich and importance dimensions of the love of money on counterfeit purchase intention was nonsignificant. My aim was that the practical outcome of this study would be to reduce consumer demand for counterfeit products through achieving an increase of awareness of morality, which reduces counterfeit purchase intention.