Integrity and Subjective Norms as Non-price Determinants of Intention to Purchase Counterfeit Goods

This study aims to provide insights on the effcets of personal factors such asintegrityand subjective normson decreasing willingness to purchase of counterfeits. Maintaining economic safety through peaceful ways is one duties of marketersin each country to provide secure economic life for the citizens. In this survey, 415 randomly-selected students participated, using structural equation modelling for analyzing research data. This study confirmed the effects of mentioned factors. Thus, integrity and subjective norms can affect the decrease willingness to purchase of counterfeiting by thecitizens. Thus, some strategies are offered to solve this issue and its consequences in general decision-makings.

کلیدواژه ها:

Trade-related Aspects on Intellectual Property Rights (TRIPs) ، Counterfeiting ، Integrity ، SubjectiveNorms ، Consumer’s Attitude