Higher-Order Constructs of Injunctive and Descriptive Norms of Consumer Purchase Behaviour of Pirated Music Compact Discs

Abstract

This study explores the higher-order constructs of injunctive and descriptive norms within the context of consumer purchase behavior of pirated music in Tanzania. Grounded in the Theory of Planned Behavior, the research aims to understand how subjective norms influence the decision-making processes of Tanzanian consumers regarding pirated music. A structured questionnaire was administered to a sample of 491 respondents, and data were analyzed using Smart PLS to test the relationships between the variables. These results have practical implications for marketers, business owners, and music promoters seeking to enhance CD sales among music users in Tanzania. Injunctive norms, which reflect perceived social pressures to conform to acceptable behavior, and descriptive norms, which reflect perceptions of how others behave, were investigated as independent variables. Consumer behavior regarding the purchase of pirated music was the dependent variable. The findings reveal that both injunctive and descriptive norms have a significant impact on consumer behaviour, affirming the strong influence of subjective norms on piracy-related decision-making. Based on these results, recommendations were made to Tanzanian consumers and policymakers. For consumers, the emphasis was placed on increasing awareness of the ethical and legal implications of purchasing pirated music. For policymakers, strategies were suggested to strengthen anti-piracy campaigns and to promote positive behavioral changes through normative interventions. These insights provide a valuable contribution to understanding consumer behavior in emerging markets, where social norms play a critical role in shaping illegal consumption patterns.