The research explores the consumer willingness toward counterfeit products. The considered variables status consumption, novelty seeking, perceived risk and integrity. Attitude of consumers toward counterfeit products possess the positive relationship toward willingness of consumer to purchase counterfeit product but the perceived risk possess the negative relationship with consumer`s attitude. The status consumption and integrity also possess the negative relationship with the attitude toward counterfeit product. Novelty seeking holds the positive relationship with attitude. Keywords: Attitude toward counterfeit products, willingness to purchase counterfeit products, Perceived risk, status consumption, Integrity, and Novelty seeking
