Cultural differences in deliberate counterfeit purchase behavior

Purpose This paper explores the moderating effects of four personal cultural orientations or PCOs (independence, interdependence, risk aversion and ambiguity intolerance) on the relationships among counterfeit proneness, subjective norms, ethical judgments, product evaluation and purchase intentions for counterfeit products. Design/methodology/approach A field study with 840 consumers in Hong Kong using a self-administered structured...