Influence of cultural values and hierarchical social norms on buying counterfeits online: a 17-country study

Influence of cultural values and hierarchical social norms on buying counterfeits online: a 17-country study

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IntroductionAs a globally prevalent phenomenon, buying copyright products harms consumers, economies, societies, governments, and the environment.The study examined the hierarchy of injunctive normative influence (personal vs.societal) on copyright purchase intentions and trends in non-deceptive (known) copyright purchase behavior.

The current research expands the hierarchical norms approach by examining how the cultural values of power distance and individualism–collectivism predict injunctive ps5 price new jersey normative perceptions and copyright buying intention and behavior.MethodsA cross-sectional survey (N = 13,053) of consumers from 17 nations, administered in seven languages, explored cross-country differences in perceived social norms about buying counterfeits.ResultsThe findings of multilevel moderated mediation analyses showed that personal injunctive norms (perceived acceptance of buying counterfeits by close friends) mediated the relationship between societal injunctive norms (perceived acceptance for buying counterfeits by peers in the same country) and the outcome variables.

Selected paths of the mediation kt196 torque converter model were moderated by the two cultural dimensions.DiscussionTheoretical implications are discussed within the context of cultural orientations’ and social norms’ roles in informing risky behavior, and practically, within the context of awareness-raising and behavior-change interventions.