Counterfeiting has been an enticing option for many individuals with the exclusivity and high price points that come with branded goods. This study aims to analyze the purchase intention of Filipinos in terms of counterfeit apparel products by using an extended Theory of Planned Behavior (TPB) and incorporating extrinsic and intrinsic variables as additional variables. Variables utilized in this study are personal gratification, self-esteem, self-directed pleasure, social recognition, appealing appearance, social influence, attitudes, and purchase intention. This study`s respondents compose 152 Filipino consumers (59.2% female, 28.8% male, 2% prefer not to say) aged between 18-33 years old (majority--students 84.9% and employed 10.5%). Cronbach`s values ranged from .790 to .950. Results showed that personal gratification and selfesteem insignificantly affect attitudes and intentions towards counterfeit apparel items, while selfdirected pleasure, appealing appearance, social recognition, and social influence significantly affect attitudes and intentions towards counterfeit apparel items. Moreover, the study concluded that a positive attitude towards counterfeit apparel items strongly influences their purchasing intentions. Future studies are recommended to consider increasing its reach through the inclusion of generations y and x. Thus, data validation is recommended through one-on-one interviews and to consider testing other intrinsic and extrinsic motivations as future variables.
Keywords: Counterfeit, TPB, Intrinsic, Extrinsic, Personal gratification, Self-esteem, Self-directed pleasure, Social recognition, Appealing appearance, Social Influence, Attitude, and Intention, Purchase intention,Abalkhail, T. S. (2015). An Assessment of Values Concerning Luxury Brand Purchase Intention: A Cross-Culture Comparison. LSU Doctoral Dissertations. 2851. https://digitalcommons.lsu.edu/gradschool_dissertations/2851
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