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Jenji Gunaedi Argo
Universitas Pembangunan Nasional Veteran Jakarta
Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mechanical Engineering Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Why Consumers Choose Counterfeits: An Integrated Model of Psychological and Social Determinants Mardiatmi, Bernadin Dwi; Wikantari, Maria Assumpta; Pusporini, Pusporini; Argo, Jenji Gunaedi; Khoerunisa, Mutia
Journal of Social Science and Business Studies Vol. 3 No. 4 (2025): JSSBS
Publisher : Yayasan Gema Bina Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61487/jssbs.v3i4.204

Abstract

Counterfeit consumption has become a global issue that undermines intellectual property rights, damages brand equity, and influences consumer behavior across markets. This study aims to analyze the behavioral characteristics influencing consumers’ purchase decisions for counterfeit products, particularly within the Indonesian context. Using the Theory of Planned Behavior (TPB), Self-Determination Theory (SDT), Neutralization Theory, and Perceived Value Theory as analytical frameworks, the research investigates how attitudes, social influence, novelty seeking, status consumption, brand consciousness, perceived risk, and personal integrity shape purchase intentions. A quantitative survey of 240 Indonesian consumers who have purchased or been exposed to counterfeit products was conducted, and data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4.0. The findings reveal that attitude, social influence, novelty seeking, and brand consciousness have significant positive effects on counterfeit purchase intention, while perceived risk and integrity exhibit weaker or negative effects. Awareness mediates these relationships, reducing purchase likelihood when ethical and legal knowledge is high. The study contributes theoretically by extending TPB with psychological and social-value constructions and offers managerial implications for policy, education, and anti-counterfeiting strategies.  
Co-Authors Astuti, Miguna Bernadin Dwi M Eka Sulistiawati Heni Nastiti Khoerunisa, Mutia Kusuma, Airlangga Surya Marco Manggora Jeremy Napitupulu Mardah Pristy Andriyani Iskandar Maria Assumpta Wikantari Marlina Marlina Marlina Mira Rahmi Mochamad Abiyyu Bahy Muhammad Rifkhi Pusporini, Pusporini Reni Ernawati Rianda Dirkareshza Rizkita Amanda, Agni Rosali Sembiring Seimbiring, Rosali Sembiring, Rosali Sulistiawati, Eka Surya Kusuma, Airlangga Toni Priyanto, Toni Yuliniar Yuliniar