Analysis Of The Moral Mechanism Affecting Consumer Valuation In Pakistan And Its Explorations In China To Buy Counterfeit Luxury Goods

The motivation behind first study in this dissertation is to build up an all-encompassing model to comprehend Pakistan customers' attitude towards counterfeit luxury items.The model depends on the Theory of Reasoned Action,Theory of Planned Behavior ethical decision-making theory.The model comprises of five individual antecedents,four social antecedents,and four extra factors including idealism,relativism,religiosity and ethics.This research proposes a theoretical structure in view of the Theory of Reasoned Action and The Theory Planned Behavior on the determinants of the attitude towards counterfeit luxury clothing items.By coordinating the outcomes of prior works,this examination has given a more extensive and informative model with 16 antecedents of the attitude towards counterfeiting.Moreover,the four factors religiosity,ethics,idealism and relativism joined in the outline have incorporated extremely well and have attained further knowledge and understanding about the shoppers' attitude towards counterfeits.From academic point of view,this investigation featured which of the elements more fundamentally influences the attitude towards counterfeits.The most grounded impact on attitude was of moral orientation,trailed by social and personal orientations.All the sub-elements of personal,social,and moral orientation likewise influence the attitude of counterfeits,aside from normative which was dropped at the CFA phase of SEM.Astonishingly,constructive consequences of religiosity and idealism were found on the attitude of counterfeits,which could be attributed to the way that the major part of the populace don't consider this incidence immoral.Since most of the elements have significant effect on the attitudes towards counterfeits,consequently forging must be diminished by decreasing the demand.This can simply occur by changing the shoppers' perspective/attitude towards counterfeit items.Convenient sampling method was utilized as a part of this dissertation for distributing tests to important urban areas of Pakistan.Mall intercept or shopping center catch technique was incorporated for the administration of the survey.The final specimen size was 374.In spite of the fact that the constructs utilized as a part of the postulation had recognized reliability and validity,yet they were re-determined on account of Pakistani respondents.Accordingly,we utilized exploratory factor analysis first,and then confirmatory factor analysis for the complete number of constructs separately,for all the exogenous models and model were determined.The reliability and validity of the finished constructs were reassessed before testing the inferred hypotheses through simple and multiple regression analyses.The proposed model was a robust fit and consequently was pertinent in understanding Pakistan's customer attitude towards counterfeit luxury items.All the five principle hypotheses were acknowledged.Of the 12 sub-hypotheses,just six were substantiated.A positive connection amongst the attitude and purchase intention was reconfirmed.It was additionally found that personal orientation was the most grounded indicator of the attitude,trailed by moral orientation and social orientation.Of the five personal orientation variables,materialism was the most grounded indicator,trailed by status consumption,personal gratification,and value consciousness.Conversely,the impact of perceived risk on the attitude was unimportant.The most noteworthy sub-component of moral orientation was ethics followed by relativism,idealism,and religiosity.In the event of social orientation variables,individualism was the most grounded indicator,trailed by informative susceptibility while the weakest indicator was collectivism.However,normative susceptibility was dropped at the SEM phase,and hence it was not considered at the regression analysis phase.The Input to theory,suggestions for supervisors and policy managers,impediment and proposals for future research were obtained from the outcomes and clarified furthest in the dissertation.The motivation behind second study in this dissertation is that counterfeiting,a universal problem is hurting marketers and consumers across the world.Despite its gravity,earlier researchers have not paid much attention to it especially in the context of moral and ethical aspects.Researchers generally have ascertained the influence of ethical/moral aspects along with social-personal factors on attitude towards counterfeit luxury products.They have not utterly explored the influence of moral/ethical aspects on Counterfeit luxury products alone.Thus,the aim of this this study is to ascertain the influence of for moral/ethical issues on attitude towards counterfeit luxury products and their direct impact on purchase intention as well.The respondents selected for this study were from the leading malls,and they voluntarily filled out the survey.The adopted questionnaire had established reliabilities.After preliminary analyses,CFA was carried out in two stages.In first stage,CFA for all construct was done followed by CFA of the proposed model.Study found religiosity,ethics and idealism negatively influence attitude towards counterfeit luxury products.Relativism positively influences attitude towards counterfeit luxury products.The findings support earlier studies.Recommendations drawn from the results will help marketers and policy makers.The motivation behind the third study was to study the effects ethical and moral antecedents of integrity,moral judgment,extrinsic and intrinsic religiosity and ethical concern have on the attitude and by extension on purchase intention in the Chinese market context for counterfeit luxury products.Drawing on complementary theoretical perspectives,in this study we empirically investigate the ethical antecedents according to the theory of planned behavior underlying the formation of attitudes to purchase counterfeits.This study involved a questionnaire survey of individuals in China,asking them to respond to different validated measures of the ethical constructs on their attitude and purchase intention.The research model is examined via convenience sample data of adult consumers using structural equations modelling.The findings indicate that all of the moral antecedents significantly influence attitudes especially extrinsic and intrinsic religiosity.The attitude significantly predicted the purchase intention in Chinese market as well.The Fourth and last study provides an analysis between the seven moral and ethical factors comparative analysis between China and Pakistan.Both the Pakistani and Chinese consumers do perceive counterfeiting as unethical,immoral or against the religion.Developing legislation always has short-term implications.The long-term solution is to reduce the demand of the counterfeit products.This could be achieved by educating the consumers about its ill effect on society.