Influence of Attitudes and Subjective Norms on Intentions to Purchase Counterfeits Products in Tanzania: Mediating Role of Consumer Education

Abstract

This study's specific objective encompassed assessing the influence of attitudes and subjective norms on intentions to purchase counterfeits while examining the mediating role of consumer education in influencing these intentions. The study was conducted in Tanzania and employed survey-based methods and advanced statistical analyses to investigate the complex dynamics of consumers’ behaviour in the social perspective of a developing economy.  The size of the sample was 202 household heads whereas the research employed Structural Equation Modeling (SEM), integrating Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). Findings revealed significant effects of subjective norms and attitudes on purchase intentions, with consumer education showcasing mediating role on attitude and purchase intentions of counterfeit products. Since attitudes and purchase intention are mediated by consumer education, these results imply that interventions aimed at reducing the intentions to purchase counterfeit products could base on altering attitudes, educating individuals about the risks and ethical concerns associated with counterfeit products might help to counteract their inclination to right purchase behaviour.