Factors Influencing Intention to Purchase Counterfeit Products in The Online Market Among Generation Y in Sarawak

Abstract

The rapid growth of e-commerce and digital marketplaces has significantly increased consumers' exposure to counterfeit products, particularly among younger consumers who frequently engage in online shopping activities. Despite continuous efforts by brand owners and regulatory authorities to combat counterfeit trade, the demand for counterfeit products remains prevalent. Therefore, this study examines the factors influencing the intention to purchase counterfeit products in the online market among Generation Y consumers in Sarawak. Drawing upon the Theory of Planned Behaviour (TPB), this study investigates the influence of attitude, subjective norms, perceived behavioural control, brand consciousness, and price on consumers' purchase intention. A quantitative research approach was adopted, and data were collected from 384 Generation Y consumers in Sarawak using a structured questionnaire distributed through online platforms. The data were analysed using Structural Equation Modelling (SEM) with AMOS to evaluate both the measurement and structural models. The findings reveal that attitude, subjective norms, perceived behavioural control, and price have significant positive effects on purchase intention towards counterfeit products. Among these factors, price emerged as the strongest predictor, indicating that affordability and economic considerations are the primary motivations for purchasing counterfeit products online. In contrast, brand consciousness was found to have a significant negative influence on purchase intention, suggesting that consumers who place greater importance on brand authenticity, prestige, and reputation are less likely to purchase counterfeit products. The study contributes to the existing literature by extending the application of the Theory of Planned Behaviour in the context of online counterfeit product consumption and by incorporating brand consciousness and price as additional explanatory factors. The findings provide valuable insights for policymakers, brand owners, and e-commerce platform operators in developing effective strategies to reduce counterfeit product consumption and promote awareness of the risks associated with purchasing counterfeit goods in online marketplaces.