Religiosity, Attitude, and Ethical Consumption in Counterfeit Fashion Luxury Purchase Intention: Evidence from Muslim Consumers in Indonesia

Abstract

This study investigates how intrinsic and extrinsic religiosity shape purchase intention toward counterfeit fashion luxury products (CFLPs) among Muslim consumers in Indonesia by integrating attitude toward counterfeit products, ethical consumption, and hedonic benefit. A quantitative explanatory survey of 293 Muslim consumers who were aware of CFLPs was analysed using partial least squares structural equation modelling (PLS-SEM) with SmartPLS 4.0. The findings show that extrinsic religiosity significantly increases positive attitude toward counterfeit products, whereas intrinsic religiosity has no significant effect. Both religiosity orientations strengthen ethical consumption, with intrinsic religiosity showing the stronger influence. However, attitude is the dominant predictor of purchase intention (β = 0.706; f² = 0.904), while ethical consumption does not significantly reduce intention. Attitude mediates only the relationship between extrinsic religiosity and purchase intention, and hedonic benefit does not moderate the attitude–intention relationship. The findings suggest that CFLP purchase intention is driven mainly by favourable attitude and social-symbolic motives rather than moral or hedonic considerations.