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As consumers obviously play a leading role in the maintaining of counterfeit trade (Yoo and Lee, 2009, Bian and Moutinho, 2008). It is important to gain a deeper insight in potential motives of consumer's willingness to purchase non-deceptive counterfeit products. Vida (2007) concluded that a consumers' attitude toward counterfeit luxury products refers to the degree people are able to rationalize counterfeiting practice with respect to the costs, pricing and quality of genuine with counterfeit products. The attitudes could be divided into two specific issues attitudes towards counterfeiting and attitudes towards market practices. If a person's attitude towards counterfeiting is favourable, it is likely that he or she would consider the purchase of counterfeit products. The attitude towards market practices actually represents person's beliefs and feelings towards the operations of some organization. If a person holds an unfavourable attitude towards the high- profile operations of branded goods manufacturers and the snob appeal of their products, it is less likely that person would purchase the branded originals. Rather, these people are more likely to purchase the counterfeit version of branded goods(Wee et al., 1995) The two major reasons why consumers develop positive attitudes toward buying counterfeits are economic benefits and hedonic benefits. The most obvious factor that motivates purchases of counterfeit brands is their relatively low price. In cases when consumers cannot afford to buy original fashion designer products because they are too expensive, but want to possess something that look alike, they are likely to decide on buying counterfeits Consumers are not affected by low quality and poor materials because they do not see counterfeits as inferior choices when they experience such budget constraints. On the contrary, most of these consumers appreciate the economic benefits counterfeits provide them Penz et al. 2009, Ang et al 2001). Consumers believe they will have the identical appearance whether they wear or carry a counterfeit or an original brand, so they will get the prestige/status of the original brand without paying for it (Penz and Stottinger 2005). The hedonic benefits of counterfeit purchases impose that consumers buy counterfeit brands because they want to demonstrate that they can afford branded goods, to show that they belong to a particular social group, or to use the product for symbolic self-extension. They view that the brand names, labels, various design characteristics such as logo, colour etc. are valuableby themselves and they satisfy a desire for symbolic meanings such as social and financial status, recognition and superiority (Wee et al., 1995) When it comes to the selection of fashion-related goods, some very specific factors determine buying behaviour. Determinants on intention to purchase counterfeit goods have been classified as psychographic (attitude toward counterfeiting, brand status and novelty seeking), demographic (age, educational attainment and income) and product attribute (appearance, image, perceived fashion content, purpose and perceived quality) variables(Rath et al., 2008) Smith et al. (2008) found self-reported past buying behaviour as a strong predictor of future purchase intentions. Also Ouelette and Wood (1998) suggest that the frequency of performing certain behaviour in the past has a direct impact on future behaviour In literature, following factors are mentioned as major determinants of person's attitude towards counterfeiting and purchase intentions: fashion consciousness, public self-consciousness, ethical judgment and ethical obligation Fashion consciousness refers to a person's degree of involvement with the styles or fashion. An individual does not have to be either a fashion opinion leader or a fashion innovator to be considered fashion conscious. Fashion involvement represents a consumer's perceived importance of fashion clothing (O'Cass, 2001). Previous researches had demonstrated that fashion involvement influences consumer behaviortowards purchasing fashion products (Penz and Stottinger, 2005; Bertrandias and Goldsmith, 2006). Penz and Stottinger (2005) found that fashion involvement had a strong influence on an embarrassment potential and weakens the attitude that purchasing counterfeit products is a desirable behaviour. On the other hand, Wee et al. (1995) revealed that "for fashion related counterfeit products, purchase intention is determined by the similarities in appearance, quality and image projected by the counterfeit version compared to the originals, which means that those who are more fashion consciousare more likely to seek for perfect counterfeits". Gentry et al. (2006) also found that consumers consider counterfeits as a relatively cheap way to keep up with the latest fashion trends It has been shown that consumers form positive attitudes toward things that help them define their social and personal identities, express who they are, who they want to be and how they want others to see them. Fashion-related goods may be seen as an especially effective product category in this regard (Dodd et al., 2000). Individuals who have a rather vague and uncertainself-concept tend to possess low self-esteem, which renders them less certain that they will be able to meet what they believe are others standards for worthiness and make them more exposed to the outside influences on their self-concept. When people move on social scale, they may adopt new patterns of consumption to symbolize their new social position. Consumers who are buying branded products may be described as self-conscious and especially concerned about the impressions that they make (Penz and Stottinger, 2005). According to Roux and Korchia (2006). consumers who choose buying counterfeitsover a genuine product are similarly concerned about impressions they leave on other people, although those projected images sometimes seem to create a sin caniban dildantband honen