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.
AjzenI. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
2.
AjzenI. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314–324. https://doi.org/10.1002/hbe2.195
3.
AlamS. H., JiangY., ZamanS. I., JaleesT., & AhmedR. R. (2024). Behavioral biases in consumer paradox towards counterfeit luxury products: A comparative study between China and Pakistan. Current Psychology, 43(9), 8117–8132. https://doi.org/10.1007/s12144-023-04868-8
4.
ArmitageC. J., & ConnerM. (2001). Efficacy of the theory of planned behaviour: A meta-analytic review. British Journal of Social Psychology, 40(4), 471–499. https://doi.org/10.1348/014466601164939
5.
BelleauB. D., SummersT. A., XuY., & PinelR. (2007). Theory of reasoned action: Purchase intention of young consumers. Clothing and Textiles Research Journal, 25(3), 244–257. https://doi.org/10.1177/0887302X07302768
6.
BianX., & MoutinhoL. (2009). An investigation of determinants of counterfeit purchase consideration. Journal of Business Research, 62(3), 368–378. https://doi.org/10.1016/j.jbusres.2008.05.012
7.
BianX., WangK. Y., SmithA., & YannopoulouN. (2016). New insights into unethical counterfeit consumption. Journal of Business Research, 69(10), 4249–4258. https://doi.org/10.1016/j.jbusres.2016.02.038
8.
CeluchK., & DillA. (2011). An extension of the theory of reasoned action in ethical decision contexts: The role of normative influence and ethical judgment. Journal of Education for Business, 86(4), 201–207. https://doi.org/10.1080/08832323.2010.502913
9.
ChangM. K. (1998). Predicting unethical behavior: A comparison of the theory of reasoned action and the theory of planned behavior. Journal of Business Ethics, 17(16), 1825–1834. https://doi.org/10.1023/A:1005721401993
10.
ChiuW., & LengH. K. (2015). Consumers’ intention to purchase counterfeit sporting goods in Singapore and Taiwan. Asia Pacific Journal of Marketing and Logistics, 28(1), 23–36. https://doi.org/10.1108/APJML-02-2015-0031
11.
de MesquitaJ. M. C., ShinH., UrdanA. T., & PimentaM. T. C. (2023). Measuring the intention-behavior gap in service failure and recovery: The moderating roles of failure severity and service recovery satisfaction. European Journal of Marketing, 57(7), 1826–1853. https://doi.org/10.1108/EJM-03-2022-0235
12.
DoddsW. B., MonroeK. B., & GrewalD. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307–319. https://doi.org/10.1177/002224379102800305
13.
DonaldI., & CooperS. R. (2001). A facet approach to extending the normative component of the theory of reasoned action. British Journal of Social Psychology, 40(4), 599–621. https://doi.org/10.1348/014466601165000
14.
DootsonP., JohnstonK. A., LingsI., & BeatsonA. (2018). Tactics to deter deviant consumer behavior: A research agenda. Journal of Consumer Marketing, 35(6), 577–587. https://doi.org/10.1108/JCM-10-2015-1575
15.
FishbeinM., & AjzenI. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Addison-Wesley Pub (Sd).
16.
FrancisJ. E., BurgessL., & LuM. (2015). Hip to be cool: A Gen Y view of counterfeit luxury products. Journal of Brand Management, 22(7), 588–602. https://doi.org/10.1057/bm.2015.31
17.
GarasS. R. R., MahranA. F. A., & MohamedH. M. H. (2023). Do you consider buying a counterfeit? New evidence from the theory of planned behaviour and cognitive dissonance theory. Journal of Product & Brand Management, 32(4), 544–565. https://doi.org/10.1108/JPBM-11-2021-3734
18.
GrandónE. E., NascoS. A., & MykytynP. P. (2011). Comparing theories to explain e-commerce adoption. Journal of Business Research, 64(3), 292–298. https://doi.org/10.1016/j.jbusres.2009.11.015
19.
GuptaT., & LyndemP. K. (2024). Dual envy influences online shoppers’ intention to purchase luxury counterfeits. International Journal of Consumer Studies, 48(2), Article e13036. https://doi.org/10.1111/ijcs.13036
20.
HairJ. F., BlackW. C., BabinB. J., & AndersonR. E. (2010). Multivariate data analysis (7th ed.). Prentice Hall.
21.
HasanA., & GuptaS. K. (2020). Exploring tourists’ behavioural intentions towards use of select mobile wallets for digital payments. Paradigm, 24(2), 177–194. https://doi.org/10.1177/0971890720959519
22.
HawkinsM. A. (2020). The moderating effect of need for belonging and communal-brand connection on counterfeit purchasing. Journal of Retailing and Consumer Services, 57, Article 102250. https://doi.org/10.1016/J.JRETCONSER.2020.102250
23.
HuangJ. H., LeeB. C. Y., & HoS. H. (2004). Consumer attitude toward gray market goods. International Marketing Review, 21(6), 598–614. https://doi.org/10.1108/02651330410568033
24.
JhamV., MishraS., & JainS. (2023). Hedonic value and collaborative luxury consumption: A moderated mediation model. Paradigm, 27(2), 136–152. https://doi.org/10.1177/09718907231204819
25.
JiangL., CuiA. P., & ShanJ. (2023). The risk of embarrassment in buying luxury counterfeits: Do face-conscious consumers care?European Journal of Marketing, 57(8), 1996–2020. https://doi.org/10.1108/EJM-11-2021-0891
26.
JiangY., MiaoM., JaleesT., & ZamanS. I. (2019). Analysis of the moral mechanism to purchase counterfeit luxury goods: Evidence from China. Asia Pacific Journal of Marketing and Logistics, 31(3), 647–669. https://doi.org/10.1108/APJML-05-2018-0190
27.
JordanP. J., & TrothA. C. (2019). Common method bias in applied settings: The dilemma of researching in organizations. Australian Journal of Management, 45(1), 3–14. https://doi.org/10.1177/0312896219871976
28.
Jose KA., & SiaS. K. (2022). Theory of planned behavior in predicting the construction of eco-friendly houses. Management of Environmental Quality: An International Journal, 33(4), 938–954. https://doi.org/10.1108/MEQ-10-2021-0249
29.
KangI.-H., & KirmaniA. (2024). Lying and cheating the company: The positive and negative effects of corporate activism on unethical consumer behavior. Journal of Business Ethics, 192(1), 39–56. https://doi.org/10.1007/s10551-023-05547-1
30.
KaufmannH. R., PetroviciD. A., FilhoC. G., & AyresA. (2016). Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands. Journal of Business Research, 69(12), 5735–5747. https://doi.org/10.1016/j.jbusres.2016.05.003
31.
KhanS., FaziliA. I., & BashirI. (2023). Signaling norm salience through perceived peer counterfeit consumption. Journal of Product & Brand Management, 32(6), 812–827. https://doi.org/10.1108/JPBM-02-2022-3859
32.
KimJ., ChoA., LeeD. C., ParkJ., KimA., JhangJ., & KimC. (2025). Consumer preferences for the visual presentation of non-fungible tokens (NFTs) of luxury products: The role of perceived authenticity. Journal of Retailing and Consumer Services, 82, Article 104131. https://doi.org/10.1016/j.jretconser.2024.104131
33.
KimH., & KarpovaE. (2010). Consumer attitudes toward fashion counterfeits: Application of the theory of planned behavior. Clothing and Textiles Research Journal, 28(2), 79–94. https://doi.org/10.1177/0887302X09332513
34.
KimC., KikumoriM., KimA., & KimJ. (2024). How do moral judgment and saving face interact with positive word–of–mouth regarding counterfeit luxury consumption?Journal of Global Fashion Marketing, 15(2), 253–269. https://doi.org/10.1080/20932685.2023.2234919
35.
KimT., LeeH., KimM. Y., KimS., & DuhachekA. (2023). AI increases unethical consumer behavior due to reduced anticipatory guilt. Journal of the Academy of Marketing Science, 51(4), 785–801. https://doi.org/10.1007/s11747-021-00832-9
36.
KlineR. B. (2015). Principles and practice of structural equation modeling (4th ed.). The Guilford Press.
37.
KoayK. Y. (2018). Understanding consumers’ purchase intention towards counterfeit luxury goods: An integrated model of neutralisation techniques and perceived risk theory. Asia Pacific Journal of Marketing and Logistics, 30(2), 495–516. https://doi.org/10.1108/APJML-05-2017-0100
38.
KumariS., & RatheeV. (2024). Influencing customers’ buying behaviour in e-tail through telepresence evoked by augmented reality: The mediating role of usefulness, ease of use and enjoyment. Paradigm, 28(2), 204–222. https://doi.org/10.1177/09718907241286338
39.
LangdridgeD., SheeranP., & ConnollyK. J. (2007). Analyzing additional variables in the theory of reasoned action. Journal of Applied Social Psychology, 37(8), 1884–1913. https://doi.org/10.1111/j.1559-1816.2007.00242.x
40.
MalhotraG., & DandotiyaG. (2023). Unpacking the influence of anthropomorphism and stereotypes on consumer attitude towards luxury brand. International Journal of Retail & Distribution Management, 51(12), 1719–1736. https://doi.org/10.1108/IJRDM-04-2023-0273
41.
MalhotraG., & ShaiwaliniS. (2024). Environmental concern and purchase intention of pre-loved luxury products: A moderated mediation model. Asia Pacific Journal of Marketing and Logistics, 36(9), 2136–2154. https://doi.org/10.1108/APJML-12-2022-1029
42.
MalikA., MerunkaD., AkramM. S., BarnesB. R., & ChenA. (2020). Self-concept, individual characteristics, and counterfeit consumption: Evidence from an emerging market. Psychology & Marketing, 37(10), 1378–1395. https://doi.org/10.1002/mar.21386
43.
MarckettiS. B., & ShelleyM. C. (2009). Consumer concern, knowledge and attitude towards counterfeit apparel products. International Journal of Consumer Studies, 33(3), 327–337. https://doi.org/10.1111/j.1470-6431.2009.00748.x
44.
Marín-PalaciosC., Botey-FullatM., & MárquezJ. A. (2024). A world of counterfeits: Knowledge to decide. Journal of Consumer Behaviour, 23(4), 1783–1802. https://doi.org/10.1002/cb.2304
45.
MarticotteF., & ArcandM. (2017). Schadenfreude, attitude and the purchase intentions of a counterfeit luxury brand. Journal of Business Research, 77, 175–183. https://doi.org/10.1016/j.jbusres.2016.12.010
46.
MishraS., MalhotraG., AroraV., & TiwariS. R. (2022). Do destination identity, memorable experiences and perceived risks matter to revisit a destination in the age of global pandemic?Paradigm, 26(2), 119–137. https://doi.org/10.1177/09718907221126796
47.
NagarK. (2016). Mediating effect of self-control between life satisfaction and counterfeit consumption among female consumers. Journal of Global Fashion Marketing, 7(4), 278–290. https://doi.org/10.1080/20932685.2016.1208111
48.
OECD/EUIPO. (2019). Trends in trade in counterfeit and pirated goods, illicit trade. OECD Publishing, Paris/European Union Intellectual Property Office. https://doi.org/10.1787/g2g9f533-en
49.
ÖzkanÖ., NormanP., RoweR., DayM., & PoulterD. (2024). Predicting drivers’ intentions to voluntarily use intelligent speed assistance systems: An application of the theory of planned behaviour. Transportation Research Part F: Traffic Psychology and Behaviour, 104, 532–543. https://doi.org/10.1016/j.trf.2024.06.003
50.
PaulJ., ModiA., & PatelJ. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29, 123–134. https://doi.org/10.1016/j.jretconser.2015.11.006
51.
PenzE., SchlegelmilchB. B., & StottingerB. (2009). Voluntary purchase of counterfeit products: Empirical evidence from four countries. Journal of International Consumer Marketing, 21(1), 67–84. https://doi.org/10.1080/08961530802125456
52.
PodsakoffP. M., MacKenzieS. B., LeeJ.-Y., & PodsakoffN. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879–903. https://doi.org/10.1037/0021-9010.88.5.879
53.
PrabhakarT. (2022). Validating the potency of attitude in predicting intention to purchase non-deceptive counterfeit branded products. In BansalS., AhujaV., ChaturvediV., & JainV. (Eds.), Multidisciplinary perspectives towards building a digitally competent society (pp. 87–104). IGI Global. https://doi.org/10.4018/978-1-6684-5274-5.ch005
54.
ProcterL., AngusD. J., BlaszczynskiA., & GainsburyS. M. (2019). Understanding use of consumer protection tools among internet gambling customers: Utility of the theory of planned behavior and theory of reasoned action. Addictive Behaviors, 99, Article 106050. https://doi.org/10.1016/j.addbeh.2019.106050
55.
RandhawaP., CalantoneR. J., & VoorheesC. M. (2015). The pursuit of counterfeited luxury: An examination of the negative side effects of close consumer-brand connections. Journal of Business Research, 68(11), 2395–2403. https://doi.org/10.1016/j.jbusres.2015.02.022
56.
RaudkiviM. (2020). What factors predispose the intention to become a foster family in Estonia: Applying the theory of reasoned action and planned behavior?Children and Youth Services Review, 118, Article 105445. https://doi.org/10.1016/j.childyouth.2020.105445
57.
RobertoA. J., ShaferM. S., & MarmoJ. (2014). Predicting substance-abuse treatment providers’ communication with clients about medication assisted treatment: A test of the theories of reasoned action and planned behavior. Journal of Substance Abuse Treatment, 47(5), 307–313. https://doi.org/10.1016/j.jsat.2014.06.002
58.
SamaddarK., & MenonP. (2025). Non-deceptive counterfeit products: A morphological analysis of literature and future research agenda. Journal of Strategic Marketing, 33(1), 93–116. https://doi.org/10.1080/0965254X.2020.1772348
59.
SchreiberJ. B., NoraA., StageF. K., BarlowE. A., & KingJ. (2006). Reporting structural equation modeling and confirmatory factor analysis results: A review. The Journal of Educational Research, 99(6), 323–338. https://doi.org/10.3200/JOER.99.6.323-338
60.
ShankarA., & NigamA. (2022). Explaining resistance intention towards mobile HRM application: The dark side of technology adoption. International Journal of Manpower, 43(1), 206–225. https://doi.org/10.1108/IJM-03-2021-0198
61.
SharmaP., & ChanR. Y. K. (2016). Demystifying deliberate counterfeit purchase behaviour: Towards a unified conceptual framework. Marketing Intelligence & Planning, 34(3), 318–335. https://doi.org/10.1108/MIP-12-2014-0228
TeahM., PhauI., & HuangY. (2015). Devil continues to wear “counterfeit” Prada: A tale of two cities. Journal of Consumer Marketing, 32(3), 176–189. https://doi.org/10.1108/JCM-03-2014-0908
64.
ThaichonP., & QuachS. (2016). Dark motives-counterfeit purchase framework: Internal and external motives behind counterfeit purchase via digital platforms. Journal of Retailing and Consumer Services, 33, 82–91. https://doi.org/10.1016/j.jretconser.2016.08.003
65.
TingM. S., GohY. N., & IsaS. M. (2016). Determining consumer purchase intentions toward counterfeit luxury goods in Malaysia. Asia Pacific Management Review, 21(4), 219–230. https://doi.org/10.1016/j.apmrv.2016.07.003
66.
TsengW.-Y., ChiuW., & LengH. K. (2021). A comparative study of consumers’ intention to purchase counterfeit outdoor products in Taiwan and Hong Kong. Journal of Asian Business and Economic Studies, 28(3), 162–176. https://doi.org/10.1108/jabes-02-2020-0011
67.
TunçelN. (2022). Willingness to purchase counterfeit luxury brands: A cross-cultural comparison. International Journal of Consumer Studies, 46(2), 494–514. https://doi.org/10.1111/ijcs.12696
68.
VallerandR. J., DeshaiesP., CuerrierJ.-P., PelletierL. G., & MongeauC. (1992). Ajzen and Fishbein’s theory of reasoned action as applied to moral behavior: A confirmatory analysis. Journal of Personality and Social Psychology, 62(1), 98–109. https://doi.org/10.1037/0022-3514.62.1.98
69.
WardP., ClarkT., ZabriskieR., & MorrisT. (2014). Paper/pencil versus online data collection. Journal of Leisure Research, 46(1), 84–105. https://doi.org/10.1080/00222216.2014.11950314
70.
WatersJ. (2015). Snowball sampling: A cautionary tale involving a study of older drug users. International Journal of Social Research Methodology, 18(4), 367–380. https://doi.org/10.1080/13645579.2014.953316
71.
WuG. J., BagozziR. P., AnazaN. A., & YangZ. (2019). A goal-directed interactionist perspective of counterfeit consumption: The role of perceived detection probability. European Journal of Marketing, 53(7), 1311–1332. https://doi.org/10.1108/EJM-07-2017-0455
