Given the equivocality regarding the application of the theory of reasoned action (TRA) and the theory of planned behaviour (TPB) in the context of consumers’ luxury fashion counterfeit (LFC) consumption behaviour, the present study aimed to compare the efficacy of TRA and TPB in explaining and predicting consumers’ willing LFC consumption. Data were collected from 215 respondents and were subsequently analyzed using structural equation modelling and hierarchical regression analysis. The results of the study indicated that attitude and subjective norm were positively related, whereas perceived behavioural control was not significantly related to purchase intention of LFCs. Furthermore, perceived behavioural control did not significantly explain purchase intention of LFCs after attitude and subjective norm were accounted for. The study challenges the general belief that TPB is a superior choice to explain unethical consumer behaviour by empirically demonstrating that TRA better explains the unethical consumer behaviour of willing LFC consumption in the context of an emerging economy, that is, India. The findings can be leveraged by luxury fashion brand managers to inform their anti-counterfeiting campaigns.
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