Social Sciences
4 years ago

Subjective norm drives consumers to buy counterfeit goods in Klang Valley.

Consumers’ intention to purchase counterfeit branded goods in Klang Valley / Saidatul Nur Athirah Sahril
Saidatul Nur Athirah Sahril

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Counterfeiting of branded goods is a common issue in Malaysia, including in Klang Valley. A study was conducted to understand why consumers buy fake branded items. Data was collected from 203 people using questionnaires. The study found that people's attitude and what others think (subjective norm) influence their intention to buy counterfeit goods. The most important factor affecting this intention was what others think (subjective norm).