Analysis of textiles fabric piracy: a study among consumers in Accra

Despite extensive research on the impact of piracy on textiles manufacturing industry, limited attention has been given to the influence of consumer behavior in shaping the consumption of pirated textiles. This study aims to explore the relationship between attitude, subjective norms, behavioral control, and behavioral intention regarding piracy, with a particular focus on the mediating role of perceived financial control. Employing a quantitative methodology, the study is grounded in the Theory of Planned Behavior. A sample of 393 consumers conveniently selected to participate in a questionnaire-based survey. Data was analysis was conducted using regression analysis. The study reveals that the primary drivers of the consumption and use of pirated textile fabrics are rooted in consumer behavior. There is a prevailing inclination among consumers to hold positive attitudes and adhere to subjective norms, which are further reinforced by behavioral control, leading to a higher acceptance of pirated textiles. This behavior is mediated by perceived financial control. The study identifies specific underlying behaviors that influence the consumption of pirated textile products. This information is invaluable for textile manufacturers seeking to target these entrenched behaviors in order to mitigate the impact of pirated textile fabric consumption. This paper addresses a significant gap in the existing literature by providing a comprehensive examination of the consumption of pirated textile fabrics through the lens of the Theory of Planned Behavior. Contrary to common assumptions that consumers opt for “cheap” pirated textiles solely due to their affordability, this research underscores the importance of entrenched behavioral factors in the use of pirated textile fabrics.