Open Access
Gunjan Sharma
Mitra Amini
- Assistant Professor, Institute of Business Management, GLA University, Uttar Pradesh, India
- Professor, 2School of Management, Bennett University, Uttar Pradesh, India
Abstract
Theoretical stagnation can always be an eminent danger for any research field. Therefore, the contemporary research themes are constantly explored and examined through battery of examination. Based on the aforesaid rationale, this study examined the counterfeit purchase intention of the youth based on different constructs such as Market mavenism, Cool consumption, Postmodernism, Schadenfreude, Public self-consciousness, Generational norms, and Generational Identification. The questionnaire was administered for collecting the data the responses on convenient basis. In total, 337 responses were collected and analyzed using Smart PLS 3.0. The findings revealed certain interesting facts that Generational Identification was able to moderate the Market mavenism and Cool consumption with counterfeit purchase intentions. Further, Generational norm fully moderated, Market mavenism and Postmodernism with counterfeit purchase intentions. Through these findings, this paper opens the new avenue of research in the counterfeit product purchase intention of the youth. Based on the findings, the organizations can take the measures and adjust themselves accordingly. Moreover, these findings can facilitate the brand managers to design their marketing strategies
Keywords: Counterfeit Product; Youth; Generation; Generational norm; Generational identification; Consumption; Market; Purchase Intention
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Journal of Polymer and Composites
| Volume | |
| Received | January 16, 2024 |
| Accepted | February 12, 2024 |
| Published | April 15, 2024 |