The influence of consumers' lawfulness attitude and morality towards willingness to purchase counterfeit fashion products

The seriousness and global magnanimity of counterfeit has been a consistent thief of companies’ intellectual property rights, robbing countries of income and societies of their jobs. Countless efforts have been taken by the World Customs Organization (WCO), Organization of Economic Cooperation and...

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Main Author:	Lum, Li Sean
Format:	Thesis
Language:	eng eng eng
Published:	2019
Subjects:	HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/8381/1/s94833_01.pdf https://etd.uum.edu.my/8381/2/s94833_02.pdf https://etd.uum.edu.my/8381/3/s94833%20references.docx
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id	my-uum-etd.8381
record_format	uketd_dc
spelling	my-uum-etd.83812022-12-28T02:52:39Z The influence of consumers' lawfulness attitude and morality towards willingness to purchase counterfeit fashion products 2019 Lum, Li Sean Mohd Noor, Nor Azila Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HF5415.33 Consumer Behavior. The seriousness and global magnanimity of counterfeit has been a consistent thief of companies’ intellectual property rights, robbing countries of income and societies of their jobs. Countless efforts have been taken by the World Customs Organization (WCO), Organization of Economic Cooperation and Development (OECD), and locally by the Domestic Trade and Consumer Affairs (KPDNHEP) to combat the growth of counterfeiting. However, the growth of this illicit trade is still proudly blossoming despite all the efforts to control it. The focus of this study would be on fashion brands, which proudly sits at the top of counterfeited products ranking worldwide. The purpose of this research was to investigate the significance of the relationship between moral intensity, recognition of moral issue, moral judgment and willingness of consumers to purchase counterfeit fashion products. This research also evaluated the moderating effects of lawfulness attitude as an individual moderator between moral judgment and predicting the outcome variable. This study was underpinned by Jones 1991 Issue-Contingent Model to gauge the influence of lawfulness attitude and morality particularly on Generation-Y consumers. This study involved 266 respondents from Penang. Out of the six hypotheses tested, two were supported while the other four were not supported. The analysis revealed a positive relationship between recognition of moral issue and moral judgment towards respondents' willingness to purchase counterfeit fashion products. On the other hand, lawfulness attitude did not moderate the relationship between moral judgment and willingness to purchase. This study also highlighted implications of the study, limitations as well as recommendations for future research. 2019 Thesis https://etd.uum.edu.my/8381/ https://etd.uum.edu.my/8381/1/s94833_01.pdf text eng public https://etd.uum.edu.my/8381/2/s94833_02.pdf text eng public https://etd.uum.edu.my/8381/3/s94833%20references.docx text eng public other doctoral Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng eng
advisor	Mohd Noor, Nor Azila
topic	HF5415.33 Consumer Behavior.
spellingShingle	HF5415.33 Consumer Behavior. Lum, Li Sean The influence of consumers' lawfulness attitude and morality towards willingness to purchase counterfeit fashion products
description	The seriousness and global magnanimity of counterfeit has been a consistent thief of companies’ intellectual property rights, robbing countries of income and societies of their jobs. Countless efforts have been taken by the World Customs Organization (WCO), Organization of Economic Cooperation and Development (OECD), and locally by the Domestic Trade and Consumer Affairs (KPDNHEP) to combat the growth of counterfeiting. However, the growth of this illicit trade is still proudly blossoming despite all the efforts to control it. The focus of this study would be on fashion brands, which proudly sits at the top of counterfeited products ranking worldwide. The purpose of this research was to investigate the significance of the relationship between moral intensity, recognition of moral issue, moral judgment and willingness of consumers to purchase counterfeit fashion products. This research also evaluated the moderating effects of lawfulness attitude as an individual moderator between moral judgment and predicting the outcome variable. This study was underpinned by Jones 1991 Issue-Contingent Model to gauge the influence of lawfulness attitude and morality particularly on Generation-Y consumers. This study involved 266 respondents from Penang. Out of the six hypotheses tested, two were supported while the other four were not supported. The analysis revealed a positive relationship between recognition of moral issue and moral judgment towards respondents' willingness to purchase counterfeit fashion products. On the other hand, lawfulness attitude did not moderate the relationship between moral judgment and willingness to purchase. This study also highlighted implications of the study, limitations as well as recommendations for future research.
format	Thesis
qualification_name	other
qualification_level	Doctorate
author	Lum, Li Sean
author_facet	Lum, Li Sean
author_sort	Lum, Li Sean
title	The influence of consumers' lawfulness attitude and morality towards willingness to purchase counterfeit fashion products
title_short	The influence of consumers' lawfulness attitude and morality towards willingness to purchase counterfeit fashion products
title_full	The influence of consumers' lawfulness attitude and morality towards willingness to purchase counterfeit fashion products
title_fullStr	The influence of consumers' lawfulness attitude and morality towards willingness to purchase counterfeit fashion products
title_full_unstemmed	The influence of consumers' lawfulness attitude and morality towards willingness to purchase counterfeit fashion products
title_sort	influence of consumers' lawfulness attitude and morality towards willingness to purchase counterfeit fashion products
granting_institution	Universiti Utara Malaysia
granting_department	Othman Yeop Abdullah Graduate School of Business
publishDate	2019
url	https://etd.uum.edu.my/8381/1/s94833_01.pdf https://etd.uum.edu.my/8381/2/s94833_02.pdf https://etd.uum.edu.my/8381/3/s94833%20references.docx
_version_	1776103699079233536

The influence of consumers' lawfulness attitude and morality towards willingness to purchase counterfeit fashion products

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