This study examines the influencing factors those affect Bangladeshi consumers’ attitude and intention towards purchasing imitation jewelry through the conceptual extension of a theoretical model known as Theory of Planned Behavior (TPB). The authors proposed an Extended Theory of Planned Behavior (ETPB), consisting of seven factors: attitude, subjective norms, perceived behavioral control, product knowledge, value consciousness, fashion innovativeness and behavioral intention. Structural Equation Modeling (SEM) was employed to measure the impacts of the constructs that were analyzed in the study via AMOS 23. The results of the analysis provided empirical evidence for the hypotheses suggesting that value consciousness is more important than fashion innovativeness in influencing consumer attitude towards purchasing imitation jewelry. Furthermore, attitude, subjective norms, perceived behavioral control and product knowledge have significant impact on consumer intention towards purchasing imitation jewelry. Based on what emerged from the analysis, the study has suggested interesting theoretical and managerial implications.
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