https://www.ajol.info/index.php/pajbm/issue/feed Pan-African Journal of Business Management 2024-12-31T13:51:31+00:00 Dr Bukaza Chachaga bchachage@gmail.com Open Journal Systems <p>PAJBM is a bi-annual and a peer-reviewed open-access journal that focuses on promoting research publications and the dissemination of research findings undertaken by Africans and international scholars from business and management-related disciplines. PAJBM is committed to publishing scholarly articles that have a high impact on the business and management fields as a whole. The journal is devoted to the improvement and further development of theories &amp; practices of business and it is designed to appeal to academics, practising managers and policy makers. The journal accepts original research, theoretical papers, research reports that cover programs and innovations throughout the international community. The journal also addresses<br />Wide subjects that are crucial to the business and management fields, including but not limited to: marketing, economics, entrepreneurship, human resources, project management, management of natural resources, accounting, finance, tourism management issues, education management issues, legal issues in business, social-cultural &amp; business concepts, transport and logistics as well as general management issues.</p> https://www.ajol.info/index.php/pajbm/article/view/285322 Effects of Self-Efficacy on Facilitating Prevention Intention of Fire Outbreaks in Public Markets in Tanzania: A Case of Dar es Salaam Region 2024-12-31T07:33:20+00:00 Billy J. Mwakatage mwakatagejbilly@gmail.com Gwahula Raphael mwakatagejbilly@gmail.com France Shayo mwakatagejbilly@gmail.com <p><em>This research investigated </em><em>the effects </em><em>of self-efficacy on facilitating prevention intention of fire outbreaks in public markets in Tanzania.</em> <em>The study utilized quantitative research approaches, surveying 384 participants comprising traders in public markets and the management of these markets in the Dar es Salaam Region. A simple random sampling method was employed to select respondents from 10 markets and data analysis was conducted using a structural equation model. A positive path coefficient (</em><em>γ </em><em>= 0.685) using standardized estimate results indicates that Self-Efficacy has positive and significant relationship with Prevention Intention of Fire Outbreaks in Public Markets. Findings justified by critical ratio of 2.619 and p value of 0.009. These results indicated that self-efficacy positively contributes to the intention to prevent fire outbreaks in public markets. The study suggests that all measurement variables associated with self-efficacy be considered when facilitating the intention to prevent fire outbreaks in Tanzania.</em></p> 2024-12-31T00:00:00+00:00 Copyright (c) 2024 The Open University of Tanzania https://www.ajol.info/index.php/pajbm/article/view/285325 Role of Entrepreneurship Education on Self-Employment in Tanzania: Case of Vocational Institutions Graduates 2024-12-31T07:56:58+00:00 Mary. W Ogondiek mary.ogondiek@out.ac.tz <p><em>This study examined the impact of entrepreneurship education curriculum on self-employment in Tanzania, specifically examining whether skills development for trainees in vocational training institutions contributes significantly to economic growth. Data for this study was collected from a sample of 118 trainees from the fitter mechanics, electrical installation, and motor vehicle mechanics trades at the Chang’ombe Regional Vocational Training Institution in the Dar es Salaam region, using a questionnaire and employing a descriptive design. The chi-square model, implemented through SPSS version 25, was used to determine the relationship between entrepreneurship education taught in vocational institutions and students’ perception of their future careers. The findings indicated that vocational entrepreneurship education is knowledge and skills-based, thereby enhancing learners' competencies for self-employability. Additionally, student’s exhibited positive attitudes towards entrepreneurship education, and a significant relationship exists between students’ perception of entrepreneurship and their future careers. This study recommends that future researchers conduct in-depth case studies of successful self-employment ventures initiated by graduates of vocational training institutions who have undergone entrepreneurship education. Such studies can help identify key factors contributing to success and inform future reforms of entrepreneurship education curriculum </em></p> 2024-12-31T00:00:00+00:00 Copyright (c) 2024 The Open University of Tanzania https://www.ajol.info/index.php/pajbm/article/view/285326 Examining the Effect of Financial Management Practices on Financial Sustainability of Selected Local Government Authorities in Tanzania: The Moderating Effect of Good Governance 2024-12-31T08:00:24+00:00 Elimbinzi Mlay mlayelimbinzi@yahoo.com Saganga Kapaya mlayelimbinzi@yahoo.com Sinde Hamis mlayelimbinzi@yahoo.com <p><em>The study examined how financial management practices affects the financial sustainability of Local Government Authorities (LGAs) in Tanzania, considering good governance as a moderating factor. Using an explanatory design and data from 330 respondents selected via simple random sampling, the research employed structural equation modeling to analyze the data collected through a structured questionnaire. </em><em>The results revealed that financial planning; financial monitoring and financial control have positive and significant relationships with financial sustainability. Also,</em><em> good governance fully moderating relationship between financial monitoring and financial sustainability. The study found out that effective financial planning, financial monitoring and robust financial control mechanisms are essential for sustaining financial health. The findings underscore the necessity for LGAs to adopt rigorous financial management practices and strengthen governance frameworks to enhance financial sustainability.</em></p> 2024-12-31T00:00:00+00:00 Copyright (c) 2024 The Open University of Tanzania https://www.ajol.info/index.php/pajbm/article/view/285329 Examining the Implementation of Public-Private Partnership Model in Primary Education Provision in Kigamboni Municipality, Tanzania 2024-12-31T08:19:31+00:00 Karoli John Mrema karol.mrema@out.ac.tz <p><em>Public-Private Partnerships (PPPs) involve a contractual collaboration between the government and the private sector in delivering public services, including primary education. This paper examined the implementation of the PPP model in the provision of primary education within Kigamboni Municipality, Tanzania. The study investigated the types of partnerships utilized and their impacts on primary education. Grounded in an interpretive paradigm, the research employs a qualitative methodology using a multiple case study design. The target population included schools, educational officers, teachers, and pupils. The sample comprised of 26 participants: 15 head teachers, 2 ward education officers, 1 district education officer, and 8 classroom teachers, selected through purposive and snowball sampling techniques. Data were collected through semi-structured interviews and document analysis, and analyzed using thematic analysis. R</em><em>esults indicated that the forms of partnership included government agencies, community engagement, international organizations, non-governmental organizations, faith-based organizations, and private organizations. Regarding the impacts of PPP implementation, participants disclosed that several positive outcomes, including: increased enrollment of pupils in schools; improved attendance rates; enhanced infrastructure; better teaching and learning conditions; increased motivation among pupils and teachers. On the negative side, participants highlighted several challenges associated with PPP implementation, which included: lack of competent personnel; political influence; economic factors; legal factors and lack of awareness. </em><em>The study concludes that while PPPs have significantly contributed to the provision of primary education in Kigamboni Municipality. Implications of these results suggest that strengthening the capacity of local stakeholders and promoting awareness of PPP roles can further enhance educational outcomes. Policymakers, educational leaders, and community organizations are the primary beneficiaries of these findings, as they can utilize the insights to refine partnership strategies and address existing challenges, ultimately leading to improved primary education delivery in the region. There is a </em><em>need for strategies to address the identified challenges to enhance the effectiveness of the PPP model in Tanzania's education sector.</em></p> 2024-12-31T00:00:00+00:00 Copyright (c) 2024 The Open University of Tanzania https://www.ajol.info/index.php/pajbm/article/view/285330 Exploring Determinants of Low Tax Collection in Informal Businesses: Evidence From Mbeya City, Tanzania 2024-12-31T08:31:18+00:00 Beny Mwenda benybnjmn@gmail.com Atupakisye Mwakolo benybnjmn@gmail.com <p><em>This study explored the determinants of low tax collection among informal businesses in Mbeya City, Tanzania. Informal businesses, which make up a significant portion of Tanzania’s economy, face challenges in complying with tax regulations, despite the government’s efforts to create tax awareness and improve collection systems. The study is anchored in the Informal Economy Tax Compliance Theory, which suggests that tax compliance is influenced by economic survival, regulatory complexity, and trust in government institutions. The research employs both qualitative and quantitative methods to assess the efficiency of tax collection processes, the clarity of regulations, and the willingness of informal businesses to comply. Findings indicated mixed perceptions of tax collection efficiency, significant dissatisfaction with the clarity of tax regulations, and varying levels of tax awareness among informal business owners. The study concludes that simplifying tax processes, providing education programs, and enhancing the perceived fairness of the tax system could improve compliance and boost revenue collection. This research contributes valuable insights for policymakers and stakeholders aiming to strengthen tax collection strategies in Tanzania’s informal sector.</em></p> 2024-12-31T00:00:00+00:00 Copyright (c) 2024 The Open University of Tanzania https://www.ajol.info/index.php/pajbm/article/view/285334 Impact of Training on Police Officers’ Performance in Tanzania: A Case of Ruvuma Regional Police Commander’s Office 2024-12-31T09:00:23+00:00 Shedrack Meshack smeshack73@gmail.com Francis W. Mmari smeshack73@gmail.com Dionis J. Ndolage Ndolage smeshack73@gmail.com <p><em>The study was carried to determine the impact of training on police officers’ performance in Tanzania specifically at </em><em>Ruvuma Regional Police Commander’s Office. The study specifically focused on determining the impact of on-the-job training and off-the-job training on police officers’ performance. The study employed a cross-sectional study design and collected data from 285 police officers who were selected via stratified sampling. Self-structured questionnaire was used to collect data from the respondents. Data was analyzed through descriptive statistics and multiple regression analysis. The study found a positive relationship between on-the-job training and police officers’ performance. It also found that off-the-job training positively associate with police officers’ performance. The study generally revealed that, training positively and significantly associates with police officers’ performance. The study concludes that, both on-the-job and off-the-job training programs positively correlate with police officers’ performance. The study recommends that, there should be allocation of resources to enhance on-the-job and off-the-job training programs for police officers. This could involve developing specialized training modules, providing access to relevant resource and technology, and ensuring that trainers are equipped with the necessary skills and knowledge to deliver effective training.</em></p> 2024-12-31T00:00:00+00:00 Copyright (c) 2024 The Open University of Tanzania https://www.ajol.info/index.php/pajbm/article/view/285338 Challenges Facing Micro and Small Business Growth in Tanzania: A Case of Mbalizi Town Council 2024-12-31T09:17:17+00:00 Emmanuel M. Tonya emmanuel.mgayatonya@gmail.com Lazaro Kagata emmanuel.mgayatonya@gmail.com <p><em>Micro-enterprises are crucial in the economic landscape of many less-developed African countries, including Tanzania. Despite micro-enterprises significance, these enterprises often face challenges that hinder their growth. This paper synthesizes findings from existing literature. A quantitative study was conducted in Mbalizi Town Council, Mbeya region, Tanzania, to explore micro-enterprise growth challenges. The study's sample size was 285 micro-enterprises in Mbalizi Town. Data were analyzed using descriptive and multiple regression analysis. The paper's importance includes the development of sustainable micro-enterprises to support the contribution to the economic development of Tanzania. The study findings revealed that factors such as; lack of business skills, inadequate infrastructure, regulatory obstacles, and limited access to finance are significant challenges faced by micro-enterprises in the region. Furthermore, demographic factors such as; age, gender, experience, and business ownership were found to have no significant correlation with micro-enterprise growth. The study found one behavior in buyers buying goods or services with the principle of who-know-who or relative or same-tribe domination. The paper concludes by offering recommendations for addressing these challenges, including enhanced training programs, improved access to finance, regulatory reforms, and investment in supportive infrastructure. Also, policymakers need to address the challenge of people segregating buying depending on tribalism. By implementing these recommendations, stakeholders can support the sustainable growth of micro-enterprises, thereby contributing to broader economic development in Tanzania.</em></p> 2024-12-31T00:00:00+00:00 Copyright (c) 2024 The Open University of Tanzania https://www.ajol.info/index.php/pajbm/article/view/285341 Effect of Personal Resources on Turnover Intentions in Food and Beverage Manufacturing Micro and Small Enterprises in Dar es Salaam Tanzania 2024-12-31T09:24:07+00:00 Saidi M Msangi smmsangi@gmail.com Chacha Matoka smmsangi@gmail.com Theresia Dominic smmsangi@gmail.com <p><em>This study examined the effects of personal resources manifested by </em><em>optimism, self-efficacy, and organisational-based self-esteem </em><em>on turnover intention in Tanzania's Food and Beverages Manufacturing Sector in Micro and Small Enterprises (MSEs). This study was anchored on the Job Demands Resources Model. A quantitative</em><em> research approach was applied using a cross-sectional research design. A structured questionnaire was used to collect data from 387 respondents in the </em><em>food and beverages manufacturing </em><em>MSEs in Dar es Salaam. Simple random sampling was used to select respondents. </em><em>The collected data were analysed using IBM SPSS version 26, and the structural equation modeling partial least square (SEM PLS) technique was used to test the study hypothesis. </em><em>The measures were statistically tested, and Cronbach alpha and composite reliability were confirmed to be above 0.7. </em><em>This study found a negative insignificant relationship between </em><em>optimism and </em><em>turnover intentions</em><em> and positive significant direct </em><em>effects of</em><em>self-efficacy and organisational-based self-esteem </em><em>on turnover intentions. This study's results have practical implications for the human resources manager of Micro and Small Enterprise to enrich existing knowledge by investing in increasing levels of personal resources such as </em><em>self-efficacy and organisational-based self-esteem </em><em>in order to reduce turnover intention and retain employees.</em></p> 2024-12-31T00:00:00+00:00 Copyright (c) 2024 The Open University of Tanzania https://www.ajol.info/index.php/pajbm/article/view/285368 The Influence of Participative Leadership Style on Organizational Performance: A Case Study of The Central Corridor Transit Transport Facilitation Agency in Tanzania 2024-12-31T10:58:50+00:00 Okandju Okonge Flory floryokandju@gmail.com <p><em>Participative leadership is characterized by leaders involving employees in decision-making processes and valuing their input, has emerged as a critical factor in organizational effectiveness and success. This study investigates the influence of participative leadership style on organizational performance within the Central Corridor Transit Transport Facilitation Agency (CCTTFA). Employing a quantitative research design, data were collected through structured questionnaires administered to a purposive sample of 20 employees, including senior management, department heads, and frontline staff. The research aimed to quantify participants' perceptions and experiences related to participative leadership practices and their impact on organizational performance. Data were analysed using multiple regression analysis to identify the relationship between participative leadership and organizational performance. Findings indicate a significant positive relationship between participative leadership practices and organizational performance metrics within the CCTTFA. Employees who perceived higher levels of participative leadership reported greater engagement, job satisfaction, and overall organizational effectiveness. Based on these findings, this study recommends that CCTTFA senior management and policymakers adopt participative leadership practices to enhance employee engagement and productivity.</em></p> 2024-12-31T00:00:00+00:00 Copyright (c) 2024 The Open University of Tanzania https://www.ajol.info/index.php/pajbm/article/view/285373 Effects of Fiscal and Monetary Policies on Agricultural Industry Growth in Tanzania from 1970 to 2022 2024-12-31T11:07:49+00:00 Vicent Stanslaus1 Stanslaus stanslausvicent@gmail.com Deus D. Ngaruko stanslausvicent@gmail.com Felician Mutasa stanslausvicent@gmail.com <p><em>The study examined the effects of macroeconomic policies on agriculture industrial growth in Tanzania from 1970 to 2022. The Keynesian Theory and the Optimal Tax Theory to Tax Policy by Robin Boadway (2012) are used with the Mundell–Fleming model. </em><em>The </em><em>ARDL approach supported by Error Correction Model was used to check the long- and short-run nexus between dependent and independent variables. The findings indicated that fiscal policies had a positive and significant effect on agriculture industry growth wile for monetary policies, interest rate and money supply had a significant positive effect. The Autoregressive Distributed Lag and Error Correction Model indicated the presence of a long run relationship between fiscal and monetary policies and agriculture industry growth at large. The speed of long run growth for Monetary and fiscal policies on agriculture industry growth is 38.4%. The study concludes that macroeconomic policies are more effective on the general agriculture industry growth in the long run than in the short run. </em><em>The key recommendation in this study is that policymakers should adopt expansionary fiscal (in line with the Keynesian theory) and monetary policies which stimulate both short and long run crop production and agricultural productivity growth in Tanzania.</em></p> 2024-12-31T00:00:00+00:00 Copyright (c) 2024 The Open University of Tanzania https://www.ajol.info/index.php/pajbm/article/view/285401 Impact of Human Resource Planning on Construction Project Completion in Zanzibar 2024-12-31T12:33:07+00:00 Bakar M. Bakar binmuhsinbakar@gmail.com <p><em>The study examined the impact of Human Resource Planning on construction project completion in Zanzibar. The quantitative research approach and descriptive research design used in this study. We collected data from a sample of 180 by using the simple randomprobability techniquethat was conducted at Zanzibar. The data collected through the questionnaires and SPSS used for data imputation the descriptive statistics that computed to describe the data collected with inferential statistics at 95% confidence level were used. The findings show thatHRP in performance management influenced function on the increased effectiveness and accountability in the project management. The findings also revealed that the HRP in performance managementwas a significant and positivelycorrelated with construction project completion. The study concluded that performance management influenced to development of managerial leadership and coaching skills in construction project implementation. This study recommended that the construction organization and its clients must understand the awareness and flexibility of employees dynamically and competent retention strategies for knowledge transferred.</em></p> 2024-12-31T00:00:00+00:00 Copyright (c) 2024 The Open University of Tanzania https://www.ajol.info/index.php/pajbm/article/view/285404 The Impact of COVID-19 on the Performance of SMEs in Mwanza Tanzania 2024-12-31T12:42:25+00:00 Njunwa Nkebile nkebile@yahoo.com Asha Baleche Katamba nkebile@yahoo.com <p><em>COVID-19 left many businesses stagnant with others filling for bankruptcies. Some businesses survived the shock but struggled to normalize their performance since consumers' confidence did not fully recover. This study examined the impact of COVID-19 on the surviving businesses in Tanzania by using a sample of 125 owners of SMEs from Mwanza City. Data was analyzed using regression analysis. The findings revealed that COVID-19 negatively impacted SMEs in terms of financial and operational performance while impacting positively on innovative performance as it forced them to increase the use of technology for marketing and advertisements, buying, and making payments through mobile money services. This study realized for many SMEs the prominence of adopting digital tools and online platforms to remain in operation even in times of market shocks, lockdowns, and restrictions. The findings are relevant as they inform stakeholders on how the COVID-19 pandemic affected businesses; which calls for SMEs to learn diversifying their income streams to mitigate risks associated with market disruptions. The study recommends government support and strategies to help SMEs improve their businesses which include monetary aid, tax relief, and subsidies including programs to facilitate digital adoption and transformation. This change not only would help them remain buoyant during the market shock but also put forward their businesses for impending development in a rapidly changing digital landscape.</em></p> 2024-12-31T00:00:00+00:00 Copyright (c) 2024 The Open University of Tanzania https://www.ajol.info/index.php/pajbm/article/view/285409 Social Media Marketing and Performance of Gas Energy Companies: A Systematic Literature Review 2024-12-31T13:19:28+00:00 Augustino Yohana augustinoyohana3@gmail.com ,Joseph Magali augustinoyohana3@gmail.com France Shayo augustinoyohana3@gmail.com <p><em>The study applied a systematic literature review to assess social media marketing variables in relation to the performance of gas companies</em><em>. </em><em>This is the best author's knowledge on writing systematic literature reviews on social media marketing and performance</em><em> of</em><em> gas </em><em>companies</em><em> around the world</em> <em>. </em><em>The purpose of this paper was to synthesizes findings from multiple studies, allowing researcher to see the bigger picture, and identify patterns, trends and consistencies of </em><em>phenomena</em><em>.</em><em> In addition, the paper</em><em> employed a systematic literature review</em> <em>method </em><em>to sum up the phenomena under study</em><em>. </em><em>A systematic study of 48 papers from 7 academic databases and publishers on social media marketing was conducted, analyzing themes, countries, scope, methodology, methods, and publication trends. The study revealed that there is a positive effect of social media marketing on the performance of </em><em>gas</em><em> companies.</em><em> In conclusion, </em><em>gas companies may maintain their market share and develop devoted clientele by effectively utilizing the Social </em><em>N</em><em>etwork </em><em>M</em><em>arketing (SNM) factors. Facebook, Instagram, and Twitter were likely to be utilized by many papers to help the gas industry, particularly in Russia, France, and the UK.&nbsp;</em></p> 2024-12-31T00:00:00+00:00 Copyright (c) 2024 The Open University of Tanzania https://www.ajol.info/index.php/pajbm/article/view/285410 The Effect of Credit to the Agriculture Sector on Coffee Export Growth in Tanzania 2024-12-31T13:31:50+00:00 Raphael Mbunduki rmmbunduki@bot.go.tz <p><em>Coffee is among the traditional exports that contribute to the economic growth in Tanzania. Depending on the increasing efforts of the country to increase foreign exchange earnings, coffee exports can be met by increasing coffee production and export exports. </em><em>Schumpeter (1912) pointed out that well-functioning banks spur technological innovation by identifying and funding entrepreneurs with the best chances of successfully implementing innovative products and production processes. </em><em>&nbsp;In this respect, it is crucial to investigate the coffee export growth and the factors affecting coffee export growth. This study aimed to examine the effect of credit on agriculture and coffee export growth in Tanzania. In the study, with the aim of examining the relationship between agricultural credit and coffee export growth in Tanzania, 1991 – 2022 data on credit to agriculture by commercial banks and the value of coffee exported annual data covering the period given above were sourced from Bank of Tanzania and Tanzania Coffee Board. The statistics analysis tool is the Vector Error Correction Model (VECM) technique. </em><em>The results of VECM estimation show that agricultural bank credit has a positive significant effect on coffee export growth in the long run. This implies that the increased number of loans issued to the agriculture sector by commercial banks also promotes coffee export growth in Tanzania.</em><em> This study suggests that an agricultural credit mechanism needs to be developed to increase the agricultural financing opportunities for the realization of the use of recommended agricultural practices including the use of fertilizers, pesticides, modern seeds, and the adoption of new technology by coffee growers. </em><em>The paper concludes by suggesting that policy intervention in the form of availability</em><em> of credit supply on flexible terms to farmers could be effective in improving export performance as farmers could be able to purchase inputs and modern equipment to increase productivity. These findings will inform policymakers and coffee stakeholders on the best actions and decision-making regarding the importance of farmers.</em></p> 2024-12-31T00:00:00+00:00 Copyright (c) 2024 The Open University of Tanzania https://www.ajol.info/index.php/pajbm/article/view/285411 Effects of Perceived Vulnerability on Enhancing Prevention Intention of Fire Outbreaks in Public Markets in Dar Es Salam Tanzania 2024-12-31T13:38:38+00:00 Billy J. Mwakatage mwakatagejbilly@gmail.com Raphael Gwahula mwakatagejbilly@gmail.com France Shayo mwakatagejbilly@gmail.com <p><em>This study investigates the effects of perceived vulnerability on the intention to prevent fire outbreaks in public markets located in Dar es Salaam, Tanzania. Employing rigorous quantitative research methods, the study conducted surveys with a total of 384 participants, comprising traders and market management personnel across various markets in the Dar es Salaam Region. The selection of participants utilized a simple random sampling technique, ensuring representation from 10 different markets. Data collected from these surveys were analyzed using a robust structural equation model. The findings from the analysis revealed a notable result: perceived vulnerability did not exert a statistically significant influence on the intention to prevent fire outbreaks in these public markets. Despite the lack of a direct impact, the study underscores the importance of addressing underlying factors that contribute to perceived vulnerability. By understanding and mitigating these factors, such as inadequate fire safety infrastructure or insufficient training in fire prevention measures, stakeholders can enhance the perceived vulnerability construct's relevance and effectiveness in shaping comprehensive fire prevention strategies. In conclusion, this research highlights the complexity of factors influencing fire prevention behaviors in public markets. It calls for targeted interventions aimed at bolstering the perceived vulnerability framework to better align with practical fire prevention efforts, thereby safeguarding public markets and promoting community safety in Dar es Salaam, Tanzania.</em></p> 2024-12-31T00:00:00+00:00 Copyright (c) 2024 The Open University of Tanzania https://www.ajol.info/index.php/pajbm/article/view/285412 Influence of Attitudes and Subjective Norms on Intentions to Purchase Counterfeits Products in Tanzania: Mediating Role of Consumer Education 2024-12-31T13:46:17+00:00 Sophia Mbura Sophia.mbura@out.ac.tz Saganga Kapaya Sophia.mbura@out.ac.tz <p><em>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.&nbsp; 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.</em></p> 2024-12-31T00:00:00+00:00 Copyright (c) 2024 The Open University of Tanzania