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Research into Design for a Connected World pp 211–222Cite as

Ethical Ideologies in Purchasing Attitudes Towards Counterfeit Fashion Brands

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Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 135))

Abstract

Fashion brands offer iconic associations with the consumers about their personalities and approaches, which are beyond their basic need of product features. Counterfeit fashion brands are similar or confusingly similar copies of authentic fashion brands and these are typically available at a fraction of the original product price with lower quality. The purpose of this study was to measure Indian consumers’ ethical and other values based on various factors affecting the consumer-purchasing attitude of counterfeit fashion brands. The study determines important predictors of attitude towards counterfeits as fashion and brand consciousness and social impact. This study also supports the fact that attitude towards counterfeit fashion brands leads to ethical judgement and ideologies and is negatively influenced by consumer’s ethical consciousness. The findings of this study may benefit fashion brand marketers, producers and practitioners in their marketing communication to design their branding strategies in the Indian context.

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Author information

Authors and Affiliations

  1. Indian Institute of Technology, Hyderabad, India

    Indranil Saha & Deepak John Mathew

Authors
  1. Indranil Saha
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  2. Deepak John Mathew
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Corresponding author

Correspondence to Deepak John Mathew .

Editor information

Editors and Affiliations

  1. Centre for Product Design and Manufacturing, Indian Institute of Science Bangalore, Bangalore, India

    Amaresh Chakrabarti

Appendix

Appendix

See Table 18.5.

Table 18.5 Variables and items of research questionnaire
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Saha, I., Mathew, D.J. (2019). Ethical Ideologies in Purchasing Attitudes Towards Counterfeit Fashion Brands. In: Chakrabarti, A. (eds) Research into Design for a Connected World. Smart Innovation, Systems and Technologies, vol 135. Springer, Singapore. https://doi.org/10.1007/978-981-13-5977-4_18

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  • DOI: https://doi.org/10.1007/978-981-13-5977-4_18

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  • Publisher Name: Springer, Singapore

  • Print ISBN: 978-981-13-5976-7

  • Online ISBN: 978-981-13-5977-4

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