Abstract

Wijittra Srisorn

In the past few years, it is indicated that counterfeit products can cause financial losses owners as well as distributors of counterfeit products and also affect the consumer purchase intention. Although, the given research paper investigates customer purchase intention of counterfeit drugs mainly through the role of materialism. The present study also explores the mediating role of ethics, variety seeking, and brand love in the relationship between materialism and counterfeit drug purchase intention. For this intention, about 520 elderly person laborer customers of counterfeit drugs were surveyed to gather information for the research. The study uses KMO, descriptive statistics and SEM to compute and check the authenticity of the hypothesis. The measurements of SEM results indicate and reflect an insignificant relationship between ethics and materialism which directly influence the counterfeit drug purchase intention of consumers. Further results of the study also indicate that the impact of brand love and variety-seeking was significant in the relationship between materialism and CDPI. The results of the given study contribute positively to the developing research on the topic of counterfeit products and purchase intention of customers. The results of the research also help the sector of making counterfeit products like drugs in Thailand.