In the recent past demand for counterfeiting has enhanced worldwide and has become serious problem for business and trade of every country. Increasing demand of counterfeit products needs in-depth investigation for stoppage of this crime. The effects of counterfeit purchases are not restricted to branded products but, they also enhance consumer safety risk, reduction in revenues and damage to image of branded products. The aim of this study is to investigate the mediating role of price sensitivity between moral influences and purchase intention of consumer for purchase of counterfeit luxury products. Population for this investigation comprised of non-deceptive purchasers of counterfeit products of district Dera Ismail Khan. For the said purpose one hundred questionnaires were circulated through simple random sampling and out of which 95 completed questionnaires were received and utilized for statistical analysis. The findings of the present study yielded mediation of price sensitivity between the relationship of moral influences and purchase intention.
Key Words: Counterfeit Luxury Products, Purchase intention, Moral Influences  
