Associations Between Perceived Risks and Counterfeit Household-Product Purchase Intentions Among Mothers in Sultan Kudarat, Philippines
DOI:
https://doi.org/10.68354/742143Keywords:
counterfeit consumption, perceived risk, purchase intention, household products, Filipino mothersAbstract
Introduction: Counterfeit household products may expose consumers to social, performance, psychological, and prosecution-related risks that can influence purchasing decisions. However, evidence on how these perceived risks relate to purchase intention among millennial mothers in the Philippine context remains limited.
Objective: This study examined the associations between perceived social, performance, psychological, and prosecution risks and purchase intention toward counterfeit household products among millennial mothers in selected localities of the 1st District of Sultan Kudarat, Philippines.
Methods:A cross-sectional descriptive-correlational design was employed with 385 millennial mothers aged 29–44 years. Respondents were proportionately allocated across localities based on household population shares. Data were collected using adapted five-point Likert scales based on Koay (2018) and Ting et al. (2016) and analyzed using a generalized linear model (GLM).
Results: Respondents reported high social risk (M = 4.13), performance risk (M = 4.28), and psychological risk (M = 3.83), moderate prosecution risk (M = 2.79), and low purchase intention (M = 1.88). Social risk (β = −0.089, exp(β) = 0.915, p = .015) and psychological risk (β = −0.083, exp(β) = 0.920, p < .001) were significantly and negatively associated with purchase intention. Performance risk (β = −0.029, p = .352) and prosecution risk (β = −0.016, p = .312) were not significant.
Conclusions: Social and psychological risks were the only perceived risks significantly associated with counterfeit purchase intention in the study population. GLM diagnostics, confidence intervals, and model-fit statistics should be verified against the original dataset and analysis output before publication.
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