Exploring the Role of Customer Education on Counterfeiting of Fashion Accessories in the Ghanaian Fashion Industry

Victoria Abra Honu, Pearl Yaa Abrafi Manu, Deladem Ephraim-Etsey


Within the global marketplace, the production and consumption of counterfeit goods represents a serious social problem. Scholars continue to suggest anti-counterfeit education as a means to resolve this global problem and curb the demand for counterfeit goods, but no scholarly research has empirically evaluated the effectiveness of anti-counterfeit education. Therefore, the purpose of this study is to draw upon such suggestions within the literature, and quantitatively assess the effectiveness of anti-counterfeit education on consumers' perceived knowledge, attitudes, and purchase intentions of fashion counterfeit goods.

This study sought to further test this enquiry by quantitatively assessing very key objectives. The study was conducted using Accra Business District and Osu as the case study. As many as One Hundred (100) respondents were selected using the purposive sampling technique. This was employed because the researcher was particular about the exact respondents needed to respond to the study objectives.

Findings from this study provide relevant implications toward academicians, government officials, fashion retailers, and anti-counterfeiting organizations, such as how to develop effective anti-counterfeit educational content. Such parties with a vested interest in deterring the demand of fashion counterfeit goods should focus on formulating and implementing anti-counterfeit educational tools, such as campaigns and advertisements, which focus on the negative factors and consequences associated with the fashion counterfeit industry.

Keywords: anti-counterfeiting, counterfeiting, accessories, consumer, fashion

DOI: 10.7176/ADS/93-05

Publication date:June 30th 2021

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