Proceedings of the 63rd Annual Conference of the International Textile and Apparel Association
San Antonio, Texas
Using the theory of reasoned action (TRA) as a theoretical framework, this research investigates the relationship of three variables (concern with apparel industry issues, knowledge about counterfeiting, and attitude towards counterfeit apparel products) with consumer willingness toward paying a premium for non-counterfeit goods.
International Textile and Apparel Association, Inc.
Marcketti, Sara B., "Consumer Concern, Knowledge, and Attitude Towards Counterfeit Apparel Products: An Application of the Theory of Reasoned Action Theory" (2005). Apparel, Events and Hospitality Management Conference Proceedings and Presentations. 35.