Merchandising/Marketing/Retailing: Management

The role of intellectual property right morality and affordability in consumers legally copied product purchase decision-making

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Abstract

The study investigates consumer decision-making regarding legally copied products (LCPs), which are unethical but legally similar in design in the fashion industry. It examines how intellectual property rights (IPR) morality and affordability influence consumers' LCP purchasing decision-making mechanisms. Using semi-structured interviews with ten female participants, the research explores their ability to distinguish LCPs from originals and the roles of IPR morality and affordability in their choices. The findings reveal varied decision-making patterns based on combinations of IPR morality and affordability levels. The study contributes to understanding consumer behavior in the context of LCPs, offering insights for brands and suggesting further exploration of legal and brand perspectives on LCP practices.

Keywords: Decision theory, Design piracy, Intellectual property rights, Affordability, Intellectual property right morality, Legally copied product

How to Cite:

Kim, S. & Ha-Brookshire, J. E., (2024) “The role of intellectual property right morality and affordability in consumers legally copied product purchase decision-making”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17452