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Examining ethics and materialism with purchase of counterfeits

Author

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  • Joy M. Kozar
  • Sara B. Marcketti

Abstract

Purpose - The purpose of this study is to measure undergraduate students' ethical and materialistic values, and the correlation of these variables with the purchase of counterfeit apparel products. Design/methodology/approach - Students (n=741) were surveyed via an online method. Instrument items from the Muncy‐Vitell consumer ethics scale and the values‐oriented materialism scale ascertained students' values of ethics and materialism. Previous purchasing behavior of counterfeit apparel goods was also assessed. Findings - A significant relationship between materialism and ethics was found. Those participants who reported to be more ethical in their decision making were those that held less materialistic values. Ethics and materialism were also significantly related to the purchase behavior of counterfeit apparel goods. Consumers holding stronger ethical values and who were less materialistic were less likely to report purchasing counterfeit apparel products. Practical implications - Findings are useful in understanding the values orientation of consumers who purchase counterfeit apparel goods. Segmenting consumer groups of varying ethical beliefs and materialistic tendencies and targeting them through appropriate marketing messages could be successful in encouraging greater socially responsible purchase behavior. Originality/value - Since purchasing counterfeit products is specifically a consumption activity related to brand prestige and image, it seems plausible that a relationship between an individual's materialistic values and purchase behavior of counterfeit apparel goods could exist. Moreover, given previous findings that more materialistic consumers also tend to be less ethically‐minded, exploring the relationship between consumers' ethical perceptions and their purchase behavior of counterfeit products is useful.

Suggested Citation

  • Joy M. Kozar & Sara B. Marcketti, 2011. "Examining ethics and materialism with purchase of counterfeits," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 7(3), pages 393-404, August.
  • Handle: RePEc:eme:srjpps:v:7:y:2011:i:3:p:393-404
    DOI: 10.1108/17471111111154536
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    Citations

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    Cited by:

    1. Lee, Jungki & Fullerton, Sam, 2014. "Incorporation of victim size in an examination of consumer ethics in South Korea," Australasian marketing journal, Elsevier, vol. 22(2), pages 125-135.
    2. Nguyen Thi Tuyet Mai & Nguyen Hoang Linh, 2017. "Antecedents Of The Intention And Behavior Toward Purchase Of Counterfeit Luxury Goods In An Emerging Economy: A Study Of Young Vietnamese Consumers," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 8(2).
    3. Oylum Korkut Altuna & F. Müge Arslan & A. Ercan Gegez & Özge Sýðýrcý, 2016. "Development of a Scale on e-Consumers’ Attitudes towards Ethically Questionable Online Behaviors," Bogazici Journal, Review of Social, Economic and Administrative Studies, Bogazici University, Department of Economics, vol. 30(1), pages 99-134.
    4. Kaufmann, Hans Ruediger & Petrovici, Dan Alex & Filho, Cid Gonçalves & Ayres, Adriano, 2016. "Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands," Journal of Business Research, Elsevier, vol. 69(12), pages 5735-5747.
    5. Komal Nagar & Vishab Pratap Singh, 2021. "Modelling the Effects of Materialism, Ethics and Variety-Seeking Behaviour on Counterfeit Consumption of Young Consumers," Global Business Review, International Management Institute, vol. 22(4), pages 996-1009, August.
    6. Ryoo, Yuhosua & Sung, Yongjun & Chechelnytska, Inna, 2020. "What makes materialistic consumers more ethical? Self-benefit vs. other-benefit appeals," Journal of Business Research, Elsevier, vol. 110(C), pages 173-183.
    7. Alexander Davidson & Marcelo Vinhal Nepomuceno & Michel Laroche, 2019. "Shame on You: When Materialism Leads to Purchase Intentions Toward Counterfeit Products," Journal of Business Ethics, Springer, vol. 155(2), pages 479-494, March.
    8. repec:vul:omefvu:v:9:y:2017:i:2:id:233 is not listed on IDEAS

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