Determinants of Psychological Satisfaction towards Purchasing Counterfeit Green Clothing Brands in Karachi

Abstract

This study is to investigate the mediation role of psychological satisfaction (PSAT) on purchase intention (PI) of counterfeit brands in the presence of psychological and attitudinal factors (PAF) of apparel consumers of Karachi. The target audience for the study is people from 18 to 65 years of age with buying power and knowledge of green fashion and counterfeits. A diverse sample of 312 respondents was collected through a combination of convenience snowball non-probability sampling methods to access consumers who may be hesitant to reveal counterfeiting purchasing behavior. The data were collected through structured survey with 5-point Likert scale. The analysis was done using PLS-SEM. These factors can significantly influence PSAT: FoMO, social-adjustive function, schadenfreude, similar perceptions, value-expressive function.  Moreover, PI can be predicted through the PSAT. Also, the PSAT mediates their purchase intention.  Managers of successful sustainable apparel brands must know how to nourish emotional engagement, social desirability, and digital presence and differentiate on product-related authenticity, design, and affordability. Officials advised to boost anti-fake campaigns consumer awareness. With these insights, it will be possible to decrease the consumption of counterfeit products and promote authentic sustainable fashion in Pakistan.