Attitude toward counterfeits and ethnic groups : Comparing chinese and western consumers purchasing counterfeits

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journal

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Original languageEnglish
Pages (from-to)157-168
Journal / PublicationJournal of Euromarketing
Issue number3
Publication statusPublished - 2009


This study examines the differences between Chinese and Western consumers on attitude toward counterfeits. Results show that these two ethnic groups are different on most of the components of attitude toward counterfeits. In particular, they rated differently on social cost of counterfeiting, social benefit of reproduction, and anti-big-business mentality. However, these two groups have no significant difference on ethical belief. This does not affect attitude toward counterfeits and ethnic groups in predicting the purchase of counterfeits. Thus, the following conclusions are drawn from this study: (a) Chinese and Western consumers are different in attitude toward counterfeits; (b) a higher number of sampled Chinese consumers have purchased counterfeits before; and (c) purchasing counterfeits is explained by ethnic groups, social benefit of reproduction, and ethical belief. © Taylor & Francis Group, LLC.

Research Area(s)

  • Attitude toward counterfeits, Ethics, Ethnic groups, Hong Kong, Purchasing counterfeits, Social benefit, United Kingdom