Abstract:
1. Introduction
The expansion of counterfeit luxury fashion garments has become a
significant global challenge, adversely affecting economies and brand
credibility worldwide, including in Sri Lanka. Unauthorized replicas of
trademarked products (counterfeits) reduce the uniqueness and value of
premium brands, leading to substantial financial losses. Despite existing
anti-counterfeit laws, the problem persists, creating difficulties for both
customers and brand owners. Thus, having noted the paucity of literature,
this study aimed to investigate the determinants of customer attitudes
towards the lawfulness and legality of luxury fashion counterfeits. The
study aims to examine the impact of status consumption, materialism, and
integrity on attitudes toward lawfulness and the legality of counterfeit
luxury fashion garments in the Western Province of Sri Lanka.
2. Research Methodology
Grounded in the Theory of Moral Competency and Theory of the Leisure
Class, this study established the foundation. Employing a quantitative
research approach, data were collected from individuals residing in the
Western Province of Sri Lanka who are aware of luxury branded
counterfeits. Data for the study was collected using a structured
questionnaire distributed through convenience sampling.
3. Findings and Discussion
The findings revealed that materialism and integrity significantly impact
attitudes toward the lawfulness and legality of counterfeit luxury fashion
garments, with integrity being the most influential. In contrast, status
consumption had no significant effect, indicating that the desire for social
status does not drive attitudes toward counterfeits. These results highlight
the importance of ethical values over consumption motives in shaping
consumer perceptions of counterfeit luxury goods.
4. Conclusion and Implications
This study provides valuable insights for brand managers, legislators, and
government officials, emphasizing the need to address the prevalence of
counterfeit goods despite existing interventions.
