The current study's main objective is to determine how customer perceptions of purchasing counterfeit goods in the Indian state of Punjab are impacted by demographics. The study specifically sought to investigate the associations between opinions towards the buying of counterfeit apparel and age, gender, income, and educational attainment. Design/Technique Employed: The nature of the investigation was quantitative. In the study, 810 consumers in the Indian state of Punjab were surveyed in order to collect data. Descriptive statistics such as means and frequencies, together with the t test and ANOVA, were used to examine the survey data. Limitations of the study: The study's scope was restricted to the Indian state of Punjab; other regions of the country were not included. This limits the generalizability of the results to other regions of the country. Practical implications: The study's conclusions can assist policymakers by increasing consumer awareness of the consequences of purchasing counterfeit clothing. Policymakers might also utilise the findings of the one study to develop and implement rules that specifically target younger buyers and other demographics that are more likely to purchase counterfeit clothing. Originality/value: This study focuses on the State of Punjab in India, which has a unique cultural and economic environment. This study provides important insights into the factors influencing consumer choices in a specific context by analyzing how consumers in this area perceive imitation clothing.

Consumer attitudes, Counterfeit clothing, Demographics, Ethical concerns, Purchase behavior