Exploring Relationship among Factors of Willingness of Consumer toward Counterfeit Products in Pakistan

The research explores the impact factors of willingness of consumer toward counterfeit products. The considered variables status consumption, novelty seeking, perceived risk and integrity. The total sample size of this research is 150 but 123 responded and data was collected effectively by using questionnaire on counterfeit product. Attitude of consumers toward counterfeit products possess the positive relationship toward willingness of consumer to purchase counterfeit product but the perceived risk possess the negative relationship with consumer`s attitude. The status consumption and integrity also possess the negative relationship with the attitude toward counterfeit product. Novelty seeking holds the positive relationship with attitude.