Personality traits and attitude toward counterfeit apparel among college students

The purpose of this study was to examine the relationship between six different personality traits (value consciousness, novelty seeking, status consumption, personal gratification, novelty seeking, and integrity) and college students' attitudes toward apparel counterfeits. Additionally, this study explored the relationship between attitude and intention regarding purchasing apparel counterfeits. The theory of reasoned action was applied as a theoretical framework. A total of 118 questionnaires were collected from college students enrolled in a comprehensive university in Los Angeles County, California. Multiple and simple regression to test hypotheses. The results show a positive relationship between consumers' attitude toward counterfeit apparel and their intention to purchase fake apparel; however, there was not a significant relationship between any of six personality traits and student consumers' attitude to counterfeit apparel. The findings of this study could help apparel businesses better understand their target market.