Susceptibility to Interpersonal Influence, Attitude, and Behavioral Intention to Buy Counterfeit Clothes Among Women

Abstract

The current study was aimed to analyze women’s inclination to buy clothes counterfeit clothes, to establish and empirically validate theory of planned behavior. For this purpose, susceptibility to interpersonal influence, attitude towards counterfeit clothes, and financial status to predict intention to purchase counterfeit clothes among Pakistani women was explored. Role of demographic factors such as age, income, work status, financial status, education, and marital status was also studied. The study comprised of two phases. Phase one was conducted to check the cultural appropriateness of the scales utilized. Phase two was the main study targeted to achieve study objectives. The sample for main study comprised of 318 women with age ranging from 20 to 56 years. The data was collected form Rawalpindi and Islamabad using convenient sampling. On the bases of statistical analysis, it was found that interpersonal influence and attitude towards counterfeit clothes positively predict intention to purchase counterfeit clothes. When components of susceptibility to interpersonal influence were studied separately, it was found that normative susceptibility positively predicts intention to purchase whereas information susceptibility negatively predicts intention to purchase counterfeit clothes. Thus, findings show that normative susceptibility, attitude and purchase intention to buy counterfeit clothes provide support for the theory of planned behavior. The demographic analysis revealed that age is negatively related to attitude towards counterfeit clothes, whereas income is negatively related to attitude and intention to purchase counterfeit clothes. t-test analyses showed that financially independent women are more likely to show favorable attitude and behavioral intention to buy counterfeit clothes as compared to financially dependent women0