Influence of Personality Traits on Consumers’ Intention to Buy the Fashion Counterfeits: an Empirical Investigation with Special Reference to Young Consumers in Pakistan

Asian Journal of Business Management 4(3): 303-309, 2012 ISSN: 2041-8752 © Maxwell Scientific Organization, 2012 Submitted: April 08, 2012 Accepted: April 25, 2012

Published: June 25, 2012

Influence of Personality Traits on Consumers’ Intention to Buy the Fashion Counterfeits: An Empirical Investigation with Special Reference to Young Consumers in Pakistan

Bilal Ahmad, 1Mohsin Ali Khan, 2Naveed Ahmad and 2Waqar Ahmed Institute of Management Sciences, Bahauddin Zakariya University, Multan, Pakistan 2 Department of Management Sciences, The Islamia University of Bahawalpur, Pakistan

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Abstract: The intrinsic purpose of this study was to investigate empirically that how young consumers’ intention to buy the counterfeited fashion products is empowered by selected personality traits, such as fashion consciousness, public self-consciousness, ethical obligation and ethical judgment. The research was carried out on a sample of N = 269 respondents of different age groups and gender. Data for this study were collected by using a structured questionnaire containing six tiers, where Section-I contains seven statements using Likert scale, to assay the consumers’ degree of fashion consciousness. Section-II deals with the questions related to the consumers’ degree of public self consciousness. Section-III and IV contains two and three statements respectively to measure the consumers’ degree of ethical obligation and ethical judgment. Two items were used in Section-V to measure the consumers’ intention to buy the fashion counterfeits in the future. Questions related to the consumers’ demographical profile were asked in Section-VI. One-Way ANOVA was employed to test the proposed hypothesis. To determine among which groups the true differences prevail, the Duncan Multiple Range Test was performed. It was disclosed that the young consumers with high level of fashion consciousness and public self consciousness are more interested in buying the counterfeited fashion...