Social orientation (social influence) refers to the influence of external factors such as culture and environment and the people with whom they are associated.Normative and informative susceptibilityAttitudes of consumers are influenced by social pressure which includes informative and normative susceptibility (Ang, et al., 2001; Bearden, Netemeyer and Teel, 1989; Wang, Zhang and Ouyang, 2005). Normative consumers are more concerned with impressing others and ensuring that their behaviors are based on others' expectations. Since counterfeiting is an unethical and illegal activity and participation in such activity does not project a positive image, normative consumers would therefore have a negative attitude towards counterfeit products (Ang, et al ., 2001; Lord, Lee and Choong, 2001; Penz & Stottinger, 2005; assurance from peer and reference groups who are experts and know the product/brand better (Ang , et al., 2001; Lord et al., 2001; Peer or reference groups with sufficient knowledge are aware of inferior quality and negative consequences of purchasing counterfeit products, and would therefore advise avoiding such products, which would negatively affect their attitudes (Phau & Teah, 2009). Individuals' purchases are strongly influenced by the cultural norms and values ​​of the society in which they live (HS Kim and Drolet, 2003; Oyserman, Coon and Kemmelmeier, 2002; Sun, Horn and Merritt, 2004). Since individuals in collectivist society pay more attention to the harmony of the ground...... middle of paper ...... we determined a sample size of 1035 respondents in order to avoid the non-normality of the data (Hair Jr., Anderson, Tatham and Black, 2007). Quota sampling was used in major cities of Pakistan, proportional to population. The cities are Karachi (n=523), Lahore (n=284), Faisalabad (n=114) and Rawalpindi/Islamabad (n=114). The data was collected via an interception at a shopping center. A typical multi-step procedure for SEM was used (Hair Jr, Black, Babin, Anderson, & Tatham, 2010), which includes exploratory factor analysis (EFA), checking the reliability of the constructs (Leech, Barrett, & Morgan, 2005), measuring convergent and discriminant validity, CFA for all constructs, exogenous and global model (Hair Jr, et al., 2010; Steenkamp & Van Trijp, 1991). Table 1 details the constructs used, item number, scale used, type, reliability and validity..