Concept Of Integrity In Fashion

2.1.5 Independent Variable 4 – Integrity Integrity is a concept of consistency of actions, values, methods, measures, principles, expectations, and outcomes. Integrity is regarded as the honesty and truthfulness or accuracy of one 's actions in ethics,. Integrity can be regarded as the opposite of hypocrisy and it regards internal consistency as a virtue, suggests that parties holding apparently conflicting values should account for the difference or alter their beliefs. Consumer purchase of a counterfeit is not a criminal act, but as consumer participation in supports dishonest activity. Consumers respect for lawfulness might explain how much engagement he/she will have in purchasing counterfeits. Indeed, research shows that consumers’ willingness

Consumers seek novelty or try to use new goods is the following strong influence factor after price due to genuine is too expensive (Wang et al., 2005). There are many factors affecting buying behaviour of consumers, in particular to trend or change, consumers quickly forget the product and want novelty for fashion products, (Yoo & Lee, 2009). Consumers always look for the latest and products follow fashion trends, from which they tend to choose and buy counterfeit goods at more reasonable prices (Nordin, 2009). For updated fashion consumers, the more they like new trend, the higher they support to counterfeit goods (Amran Harun, 2012). Hidayat and Diwasasri (2013) found a positive relationship between the new favourite of consumers and their attitudes toward pro fakes. Hypothesis H5 is set as

The present status of consumer is defined as a group of people to express their prestige, to influence others by using certain brands. When a person has a status and certain position in society, it may be jealous by someone else (Phau & Teah, 2009). Those consumers who have lower status, they have an idea of buying counterfeit goods to present a higher position (Budiman, 2012). Phau and Teah (2009) have found a positive effect of status of consumers to attitudes and intention to purchase toward counterfeiting product of consumers. Hypothesis H6 is set as