Cultural differences in deliberate counterfeit purchase behavior

Purpose This paper explores the moderating effects of four personal cultural orientations or PCOs (independence, interdependence, risk aversion and ambiguity intolerance) on relationships among counterfeit proneness, subjective norms, ethical judgments, product evaluation purchase intentions for products. Design/methodology/approach A field study with 840 consumers in Hong Kong using a self-administered structured questionnaire is used to test all hypotheses. Finding Consumers high (low) scores interdependence (independence) show stronger positive proneness norms its intentions. In contrast, independence (interdependence) judgments higher intolerance negative most unified conceptual framework. Research limitations/implications The authors collected data Kong, which predominantly Chinese culture. Hence, future research other parts world more diverse values would help validity generalizability results. Practical implications findings be useful managers genuine brands learn about process that explains deliberate behavior. Originality/value extend framework behavior by incorporating explore differences socio-psychological decision-making underlying this