DETERMINANTS OF CONSUMER ATTITUDE TOWARDS LAWFULNESS AND LEGALITY OF COUNTERFEIT FASHION LUXURY GARMENTS IN THE WESTERN PROVINCE OF SRI LANKA

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.