Analysis of counterfeit fashion purchase behavior in UAE –Cedwyn Fernandes
Fernandes (2013) introduces us to the issue of counterfeiting in the marketplace of the United Arab Emirates. United Arab Emirates (UAE) has an open economy where counterfeiting takes place often because it happens to be a mecca of international trade which includes auto parts, beauty and fashion products. UAE has an estimated total of $1.02 billion of counterfeited merchandise per year.
The UAE has held a steady marketplace for high-end retail shoppers, making it a zesty attraction/destination for the luxury market.
Due to this fact, the UAE government has taken measures to halt counterfeiting—especially of fashion/beauty merchandise through Dubai’s customs and the Department of Economic Development.
However, according to the author there is still the issue of the demand side that has yet to be resolved. In order to alleviate the demand of counterfeit products, it is stated that one should understand the consumer’s behavior and reasoning behind purchasing counterfeit items.
The author defines counterfeit as “products bearing a trademark that is identical to, or indistinguishable, from a trademark registered to another party” resulting in a violation of the original trademark owners’ rights.
Several studies have covered this counterfeit issue of luxury good items within a global context. This particular paper focuses on UAE because there has yet to be any revealing studies that touch on the UAE demography.
Therefore, the purpose of this study is to find out what influences the demand for counterfeit products in the UAE market in order to assist with future attempts of reducing counterfeit trading in the UAE.
The author has identified factors that motivate consumers’ voluntary purchase intention of counterfeits: fashion consciousness, subjective norm, ethical judgment, value consciousness, self-ambiguity, and demographic factors (age, education, income).
The author also defines the terminology to help readers better understand the variables that motivate the behavior of purchases.
- Fashion consciousness is when the consumer is aware of new trends in fashion and up to date with all the styles.
- Subjective norm is when an individual is subject to societal pressures, such as gain acceptance or approval by peers.
- Ethical judgment is when an individual carefully evaluates and makes decisions based on one’s defined morality.
- Value consciousness is when the consumer is capable of understanding perceived price points for quality merchandise.
- Self-ambiguity is derived from the concept of self-identity. It is defined as the belief or confidence in one’s own individuality or the “self.”
Thus the following theoretical framework have been proposed based on the Ajzen’s Theory of Planned Behavior:
H1: Fashion consciousness is positively related to the intended purchase of counterfeits.
H2: Subjective norm is a significant factor in the intended purchase of counterfeits.
H3: Ethical judgment is negatively related to the intended purchase of counterfeits.
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