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Abstract The study investigates the effect of individuals’ ethics (i.e., idealism and relativism), religiosity (i.e., fear of divine punishment, interest in religion and practices, and beliefs in religion), and attitudes toward counterfeits (i.e., economic benefits and hedonic benefits) on purchase intentions of counterfeit products. Data were collected in Tunisia, a Muslim country showing a mixture of modern and conservative values. The analysis of variance on the data, collected among 217 participants, shows that religiosity, ethics, and attitudes, all influence the intent to buy counterfeits. The analysis further supports the stronger effect of perceived economic benefits on intentions of buying counterfeits. The study contributes to the development of knowledge about the effect of religiosity and ethics on consumption behavior.
Souiden et al. (Thu,) studied this question.