Analyzing the Consumption of Counterfeit Goods Across Different Generations in the University of the Philippines Los Baños

Date

6-2024

Degree

Bachelor of Science in Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Anna Floresca F. Firmalino

Committee Member

Emmanuel Genesis T. Andal, Gideon P. Carnaje, Maria Angeles O. Catelo

Abstract

This study aimed to analyze the consumption of counterfeit goods across different generational clusters in the University of the Philippines Los Baños (UPLB). With this, the study made use of a two-stage regression analysis. The initial stage of the analysis was dedicated to estimating the predicted values for the purchase intention. This model examined the factors that influenced the consumption of counterfeit goods across different generations. Following the estimation of purchase intention, the second stage of the regression involved employing a multinomial logistic model to compare their buying behavior. The variables included to explain the purchase decision were demographic variables, social perception, ethical values, and purchase intention.

The study revealed that several factors significantly influenced the consumption of counterfeit goods among UPLB staff and students, including age, income, civil status, social perception, and ethical values. Younger individuals, especially those aged 18-27, and those with lower incomes were more inclined to purchase counterfeit goods, whereas individuals with higher ethical values were less likely to do so. Males were more frequent consumers than females. Moreover, distinct consumption patterns emerged across generational clusters: Generation Z had the highest propensity to consume counterfeit goods, likely driven by a desire to project a luxurious lifestyle; Generation Y showed a low inclination, occasionally deterred by negative social perceptions; and Generation X had the lowest inclination, guided by strong ethical principles that discouraged counterfeit consumption.

Language

English

LC Subject

Product counterfeiting, Consumer behavior

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2024 E2 L57

Notes

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Document Type

Thesis

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