Transformations  in
Business & Economics

CHANGING MINDSETS FROM WITHIN THE ORGANISATION: AN EMPIRICAL EXAMINATION OF MINDFUL CONSUMPTION AND COUNTERFEITING
Juan Antonio Marquez Garcia, Ana M. Gomez-Olmedo, Jose Manuel Lopez-Agullo Perez-Caballero

ABSTRACT: Purpose - To delve into a deeper understanding of purchase decision-making processes cultivated from within organisations, this paper aims to study a promising yet overlooked approach to the role of mindful attitudes in counterfeiting. For this purpose, this paper examines the novel construct of mindful consumption in a proposed model. Design/methodology/approach - After a comprehensive literature review about mindful consumption and counterfeiting purchase intentions, 474 responses were collected through the Amazon Mechanical Turk platform. The data were analysed by using SPSS and structural equation modelling (SEM). Findings - The empirical results show that the introduction of mindful consumption indirectly affects peoples’ counterfeiting purchasing intention mediated by consumers’ attitudes towards counterfeiting. However, the direct relationship does not significantly affect such intention. These results reveal that an effect takes place only by purposely encouraging a mindful attitude. Practical implications - This study offers insights for companies to design strategies driven to increase awareness about the negative effects and spillovers of counterfeiting purchase intentions as part of their organisational culture. It also provides a better understanding of the effectiveness of such strategies. Thus, given that the effect is shown through the mediation of attitudes, an impact on people’s behaviour should be expected with a mid to long-term horizon. Originality/value - By introducing the antecedent of mindful consumption, a more holistic approach to the restrain of counterfeiting purchase intentions is offered. This component constitutes a novel approach not addressed in past literature.

KEYWORDS:  counterfeiting, mindful consumption, organisational culture, brand strategies.

JEL classification:  A13, C83, D91, L67, M31, M14.