Finally, limitations and future research were also discussed. The study also explains the theoretical and practical implications of the research. Moreover, it is found that knowledge has the highest negative effect on attitude, followed by orthopraxis, experience, central duties, and basic duties. The results reveal that all five dimensions of religiosity negatively affect the attitude of generation M. A total of 394 valid responses from active online users were collected to empirically examine the conceptual model by employing the partial least square structural equation model (PLS-SEM). For quantitative research, cross-sectional data were collected from the generation M of Pakistan through self-administrative questionnaires. A five-dimensional Islamic religiosity model was adopted to understand the consumption phenomena. Therefore, this study investigated the effect of religiosity on the counterfeiting of luxury products in Pakistan. However, the role of religion in shaping ethical behavior is less documented in the counterfeiting context. Practitioners and researchers are keen to find those factors that affect consumers’ ethical consumption behavior to reduce pirated products’ demand. Moreover, researchers observed that counterfeiting consumption is associated with consumer ethical values or beliefs. However, there is currently lesser-known literature on the given phenomenon in the context of social commerce. Considerable attention has been paid to research an individual attitude toward purchasing luxury counterfeit products in the offline context.
Counterfeiting has become a prevalent business worldwide, resulting in high losses for many businesses.
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