The Impact of Awareness, Emotions, and Moral Intensity on Intention to Buy Counterfeit Sports Apparel

Nowadays, the phenomenon of counterfeiting introduces as a huge economic, social and political issue in all around the world. Accordingly, aiming of the present study was to investigate the impacts of moral awareness, emotions and Intensity on the intention to buy counterfeit brands of sport apparel. Present study was done in descriptive correlative approach. Students of Physical Education in the University of Kurdistan were chosen as statistical sample by census approach (N=200). The findings showed that the moral awareness variable had a significant relationship with moral judgment (0.59), moral emotions (0.58) and Moral Intensity (0.90) had a significant relationship. There is also a significant relationship between moral emotions with moral judgments and Moral Intensitywith moral judgment on the purchase intention and the proposed model has an appropriate fitness. It is possible to promote the level of moral emotions and Moral Intensityof the consumers by planning campaigns and programs for raising the moral awareness of the consumers via expressing the consequences and aftereffects of purchasing and consuming counterfeit brands of sport apparels. Therefore, they can have a better moral judgment which lead to reduce intentions to purchase counterfeit sport apparel.