In two studies ethical ideologies, ethical judgments, perceived risk, and purchase intent associated with fashion counterfeit products were examined. Study 1 (N= 115) found that one perceived risk factor (general uncertainty about consequences) influenced intent to purchase fashion counterfeit items, but ethical ideologies did not. Incorporating ethical judgments, Study 2 (N= 326) found that one of the risk dimensions (general uncertainty about consequences) was significantly related to intent to purchase fashion counterfeit products. In addition, consumers' relativism positively predicted ethical judgments regarding purchasing fashion counterfeit products, whereas idealism did not. Consumers' ethical judgments regarding fashion counterfeit products negatively influenced purchase intent for fashion counterfeit products. The purchase and ownership of fashion counterfeit products were fairly common. The findings of these exploratory studies can be used in the development of course lectures and activities, as well as strategies to offset fashion counterfeiting purchasing.
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