Determinants of Consumer Purchase Intention of Counterfeit Luxury Clothing Brands: Empirical Evidence from Generation Z Consumers in Colombo District.

Abstract

Counterfeiting luxury clothing brands represents a growing and well-recognized problem worldwide that has yet to be effectively addressed in Sri Lanka. This paper fills this void by examining the factors influencing the purchase intention of counterfeit luxury clothing brands based on the theory of planned behavior and related previous literature. Adopting a quantitative research design, data was collected from 384 Generation Z customers residing in the Colombo district. Multiple linear regression analysis revealed that subjective norms, value consciousness, self-ambiguity, and fashion consciousness positively influence consumers' intention to purchase counterfeit luxury clothing brands. In contrast, ethical judgment exerts a negative impact. The research findings guide government and policymakers in developing actionable strategies to combat counterfeiting.