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Behavioral biases in consumer paradox towards counterfeit luxury products: a comparative study between China and Pakistan

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Abstract

There are abundant studies on counterfeiting luxury products in developed and underdeveloped countries. However, there is a lack of multi-country studies on Pakistan and China that have taken a holistic approach to ethical aspects and attitudes. Because of this gap and inconsistent results related to ethics, religiosity, and integrity, this study has examined the effects of the ethics-related variable (Idealism, relativism, intrinsic and extrinsic religiosity, moral judgment, ethics, and integrity) on the attitudes of Chinese and Pakistani consumers towards counterfeit luxury products. In this study, we have developed a model that we tested through Smart PLS 3.0 on the respondents of China and Pakistan separately. The sample size for the Chinese Model and Pakistan model was 250 each. The results of the Chinese Model support all the hypotheses except four, which are the association between (a) relativism and attitude, (b) extrinsic religiosity and attitude, (c) integrity and attitude, and (d) ethics and attitude. The results of the Pakistani model support all the hypotheses except three, which are the influence of (a) relativism on attitude, (b) external religiosity on attitude, and (c) integrity on attitude. Most of the moral and ethical-related elements have an association with attitudes.

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Authors and Affiliations

  1. Karachi University Business School, University of Karachi, Karachi, Pakistan

    Syed Hasnain Alam

  2. College of Management Sciences, Karachi Institute of Economics and Technology, Karachi, Pakistan

    Syed Hasnain Alam & Tariq Jalees

  3. School of Economics and Management, Southwest Jiaotong University, Chengdu, China

    Yushi Jiang & Syed Imran Zaman

  4. Department of Business Administration, Jinnah University for Women, Karachi, Pakistan

    Syed Imran Zaman

  5. Faculty of Management Sciences, Indus University, Karachi, Pakistan

    Rizwan Raheem Ahmed

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Alam, S.H., Jiang, Y., Zaman, S.I. et al. Behavioral biases in consumer paradox towards counterfeit luxury products: a comparative study between China and Pakistan. Curr Psychol 43, 8117–8132 (2024). https://doi.org/10.1007/s12144-023-04868-8

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