Impact of Moral Orientation on Purchase intention of Counterfeit Luxury Products: Mediating Effect of Price Sensitivity
The purpose of this paper is to find the mediating effect of price sensitivity on relationship between moral orientation and purchase intention. Total population of this study was consumers of counterfeit products in Dera Ismail Khan. Total 100 questionnaires were distributed and 95 completed questionnaires were collected back and used in the analysis. Bivariate analysis and hierarchical regression was used to test the hypotheses. It is noted that price sensitivity does acts as mediator between moral orientation and purchase intention.