The validity of the Theory of Planned Behavior Essay

As part of our conceptual framework, we'll be highlighting the theoretical constructs and the hypotheses to measure the validity of the Theory of Planned Behavior. Intention is the person's aim or inspiration to accomplish the exertion of a certain behavior. Therefore, intention has a strong impact on behavior (Eagly & Chaiken, 1993).
1. Construct Intention
H1 The positive intention towards buying CFP has a strong impact on the actual purchase decision of the consumer.
According to the TPB, the intention or willingness to buy replicas or copy products is impacted by 3 variables that are attitude, subjective norm and perceived behavioral control (Ajzen, 1991). Previous Researches on the subject of counterfeiting highlighted predominantly two classifications under which Pseudo-rational justifications, to support consumer behavior that doesn't comply with the norms, are developed (Sykes & Matza, 1957). The first one is based on the supply side of counterfeiting, the way they justify themselves to manufacture copies and the second one is based on the demand side of counterfeiting, that is the person's own decision to act smartly by buying the less costly products.
2. Construct Attitude
H2 The supportive attitude of consumers towards counterfeiters has a strong impact on their purchase decision of CFP.
Variable Supporting counterfeiters. Past researches have proved that consumers usually have empathetic emotions towards the small businesses, rather than large corporations (Fullerton & Punj, 1993 Moore, 1984 Tom et al, 1998). Their perception is that counterfeit producers cater more effectively towards the consumer needs than the genuine brand manufactures (Ang et al, 2001 Tom et al, 1998 Wee et al, 1995). Moreover, genuine brand manufacturers are also accused of selling products at very high prices, whereas counterfeiters keep fair profits by charging lower prices for similar products (Ang et al, 2001 Cordell et al, 1996 Sandler, 1994).
H3 The perception that buying counterfeits portrays a rational image has a positive impact on the consumers' intention to buy fake products.
Variable Rational shopper. The consumer misbehavior of counterfeit users is reasoned with false logical justifications. For buyers whose income level does not allow them to purchase expensive original products, it's a smart move to buy counterfeit products at affordable prices (Tom et al, 1998).
H4 The embarrassment risk associated with CFP has a negative impact on the purchase decision of counterfeit products'' consumers.
Variable Embarrassment risk. Expensive genuine products portray a high class image of the consumers and boosts confidence. The large sum of money is spent to match the societal standards and strengthen their relationships with the elites (Ang et al, 2001 Bushman, 1993 Nia & Zaichkowsky, 2000). However, when it comes to using CFP, this can actually have a complete opposite impact on the individual's self-concept and societal standard. There exist a risk of humiliation and embarrassment for the consumers who purchase CFP.
3. Construct Subjective Norm
H5 The peer pressure towards CFP has a positive impact on the actual purchase intention of the consumer.
According to the Theory of Planned Behavior