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Abstract
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Article Information:
Influence of Personality Traits on Consumers’ Intention to Buy the Fashion Counterfeits: An Empirical Investigation with Special Reference to Young Consumers in Pakistan
Bilal Ahmad, Mohsin Ali Khan, Naveed Ahmad and Waqar Ahmed
Corresponding Author: Bilal Ahmad
Submitted: April 08, 2012
Accepted: April 25, 2012
Published: June 25, 2012 |
Abstract:
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The intrinsic purpose of this study was to investigate empirically that how young consumers’
intention to buy the counterfeited fashion products is empowered by selected personality traits, such as fashion
consciousness, public self-consciousness, ethical obligation and ethical judgment. The research was carried out
on a sample of N = 269 respondents of different age groups and gender. Data for this study were collected by
using a structured questionnaire containing six tiers, where Section-I contains seven statements using Likert
scale, to assay the consumers’ degree of fashion consciousness. Section-II deals with the questions related to
the consumers’ degree of public self consciousness. Section-III and IV contains two and three statements
respectively to measure the consumers’ degree of ethical obligation and ethical judgment. Two items were used
in Section-V to measure the consumers’ intention to buy the fashion counterfeits in the future. Questions related
to the consumers’ demographical profile were asked in Section-VI. One-Way ANOVA was employed to test
the proposed hypothesis. To determine among which groups the true differences prevail, the Duncan Multiple
Range Test was performed. It was disclosed that the young consumers with high level of fashion consciousness
and public self consciousness are more interested in buying the counterfeited fashion products. On the ethical
grounds, it was divulged that the consumers who think it as an unethical practice to buy the counterfeited
products are less likely to buy the counterfeited brands.
Key words: Consumers’ intention, counterfeiting, ethical judgment, ethical obligation, fashion, public self consciousness,
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Cite this Reference:
Bilal Ahmad, Mohsin Ali Khan, Naveed Ahmad and Waqar Ahmed, . Influence of Personality Traits on Consumers’ Intention to Buy the Fashion Counterfeits: An Empirical Investigation with Special Reference to Young Consumers in Pakistan. Asian Journal of Business Management, (3): 303-309.
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ISSN (Online): 2041-8752
ISSN (Print): 2041-8744 |
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