Determinants of Consumers’ Purchase Intention towards Counterfeit Apparel Products in Tanzania: The Moderating Role of the Level of Formal Education.

Mbura, Sophia A. (2021) Determinants of Consumers’ Purchase Intention towards Counterfeit Apparel Products in Tanzania: The Moderating Role of the Level of Formal Education. Doctoral thesis, The Open University of Tanzania.

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Abstract

This study aimed to examine the determinants of consumers’ purchase intention towards counterfeit apparel products in Tanzania using the level of formal education as a moderating variable. The study applied Theory of Planned Behaviour as a theoretical framework. The research was conducted in Tanzania under survey strategy where a total of 315 respondents were involved. The study employed both multistage and systematic random sampling techniques to obtain a representative sample. Structural Equation Modeling (SEM) was used to test the postulated hypotheses. The results before moderation revealed that attitude, subjective norm and perceived behaviour control had a positive and significant relationship with purchase intention. The results of multi-group moderation analysis suggested a positive moderation of the level of formal education on the path of attitude and purchase intention on one hand as well as subjective norm and purchase intention on the other hand. The study concluded that positive attitude towards counterfeit apparel products, subjective norms and perceived behavioural control are the key predictors of consumers’ purchase intention hence reconfirmed the theory of planned behaviour. The study also concluded that the theory of planned behaviour can be moderated by the level of formal education hence, improves its ability to predict purchase intention. The study recommends future researchers to consider other consumers’ behavioural theories and moderating variables for predicting purchase intention of counterfeit apparel products in different context. Keywords: Counterfeit Products, Purchase Intention, Apparel Products, Formal Education.

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