COUNTRY-OF-ORIGIN AND COUNTERFEIT IN THE B2B PURCHASE PROCESS.

Purpose: This article aims to analyze whether the relationship between the origin of the product and the perception of risk of counterfeiting affects the purchase intention in B2B relationships. Design/methodology/approach: Through an experiment, eight scenarios were developed that describe a purchase situation with risk of acquiring a counterfeit product. Analysis of variance (ANOVA) and logistic regression were subsequently applied for statistical tests. Results: The results suggest that purchase intention is affected by the origin of the product. Likewise, managers perceive the risk of counterfeiting in B2B relationships. Practical implications: There is a tendency for managers to analyze a purchasing process by looking at different variables in the process. When relating the origin of the product with the perception of counterfeiting risk, purchasing managers have a strong tendency not to carry out the transaction. Originality/value: Counterfeit products have definitely entered the list of risks and must be fought, as they threaten the integrity of supply chains. This study highlights the importance of discussing counterfeit products and the possibility of them entering supply chains through the firms’ purchasing process. [ABSTRACT FROM AUTHOR]