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1 2023

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Young women’s attitude towards counterfeiting cosmetics: an empirical study

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Diouani H. , Bechelaghem K. , Graa A.

Marketing Instytucji Naukowych i Badawczych

2023

tom 50

nr 4

93-114

The present research aimed to pinpoint the factors shaping attitudes towards counterfeiting and how these attitudes influence the intention to purchase counterfeit products. The work tries also to take a step back from previous research contributions, to develop a model for understanding attitudes towards counterfeit products. To achieve this aim, a quantitative study was undertaken using a questionnaire survey was administered to a sample of 250 women in Algeria. To assess our hypotheses, a structural equation modelling (SEM) was employed. Findings showed that factors such as insensitivity to counterfeiting, economic considerations as well as perceived risk directly impact the attitude towards counterfeiting.