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Counterfeiting is a worldwide issue. In order to resolve the counterfeiting problem, a new holistic model is developed containing 17 constructs. This empirically tested model is grounded on Theory of Reasoned Action and Theory of Planned Behaviour. The valid sample size for the study is 907 with a response rate of 95%. After preliminary analysis, the model is developed and tested in two stages. Initially, of each construct, CFA is tested followed by testing of the overall model. The model (H1) developed and empirically tested, adequately explains consumer attitude and behaviour. Attitude (H5) is the strongest predictor of purchase intention. Additionally, moral orientation (H4) is the strongest predictor of attitude, followed by personal orientation (H3) and social orientation (H2). In the case of sub-factors of social orientation, individualism (H2D) is the strongest predictor of attitude followed by informative (H2B) and collectivism (H2C). Normative (H2D) is not tested and dropped while fitting into the model. On the other hand, in the case of personal orientation, perceived risk (H3C) has no effect on attitude. Whereas personal gratification (H3E) has the strongest effect on attitude followed by materialism (H3D), status consumption (H3A) and value consciousness (H3B). Similarly, In the case of moral orientation (H4B) only Relativism is validated. The other three hypotheses on idealism (H4A) religiosity (H4C) and ethics (H4D) though having significant effects are rejected as all of these effects are positive as compared to what is hypothesised. It is also found that effect of attitude towards purchase is universal and does not vary from one product category to other. However, the rest of subfactors effects differ from one culture to other and from one product to another.

Testing and incorporating additional determinants of ethics in counterfeiting luxury research according to the theory of planned behavior