This research linked past experience, attitude toward luxury brand and price concern to attitude toward counterfeit and attitude toward counterfeit to purchase intention. Moreover, perceived risk is analyzed as the moderator between attitude toward counterfeit and purchase intention. Hypotheses were tested using questionnaire collected from 400 Vietnamese consumers both in cities and villages. Findings supported three hypotheses, determining past experience and price concern has a positive impact on attitude toward counterfeit. Thus, attitude toward counterfeit reveals a positive impact on purchase intention. The construct attitude toward luxury brand is not significant to attitude toward counterfeit. The results revealed that the most important element affecting Vietnamese purchase intention is favorable attitude toward counterfeit. Past experience and price concern was deemed to have the same contribution to raise attitude toward counterfeit. Finally, perceived risk was found not to have negative effect on the relationship between attitude toward counterfeit and purchase intention.

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