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The effect of consumer’s knowledge and ethical concern on their behavioral intention to purchase sport counterfeit Apparel

Document Type : Research Paper

Authors

1 MA of Marketing Management in Sport, Faculty of Humanities and Social Sciences, university of Kurdistan

2 Assistant Professor, Department of Physical Education and Sport Sciences, Faculty of Humanities and Social Sciences, university of Kurdistan

Abstract

One of the most warning global processes which boosting is manufacturing, distributing and consuming of counterfeit products. Thus aiming of present study was to investigate the effect of consumer’s knowledge and ethical concern on their behavioral intention to purchase sport counterfeit Apparel. It was descriptive- correlative type. Statistical population of study was all of the students in Kurdistan University which based on their number (10000), for statistical sample 373 individual was randomly selected using Krejcie and Morgan table. In order to measure study variables, questionnaires of ethical concern, knowledge, attitude, and behavioral intention adapted from Marcketti and Shelley (2009) was used. Validity and accuracy of questionnaires was confirmed by experts and specialists and their reliability was confirmed by Cronbach’s alpha test. To analyses research data Structural Equational Modell (SEM) was utilized. Results showed that among consumers, there is an effect of ethical concern on attitude (0.41), knowledge on attitude (0.74), and attitude on behavioral intention (0.62). Also the presented model indicated an adequate fitness. By designing brochures, programs, film and document aiming to enhance consumer’s ethical concern and knowledge and awareness, through declaring effects and injuries of purchasing and consuming sport counterfeit clothes, one can enhance consumer’s negative attitude toward these products to decrease their purchase and consumption.

Keywords

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Research on Educational Sport
Volume 7, Issue 16
April 2019
Pages 129-148
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History
  • Receive Date: 01 June 2018
  • Revise Date: 18 July 2018
  • Accept Date: 05 August 2018
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