Ethical Perceptions of Generation Z on Duped Products: The Role of Intellectual Property Awareness

Rolando Magat Jr; Arahvela Dungog; Laurence A. Castillo; Alyssa Kyla V. Cimacio; Ronafel C. De Los Reyes

doi:10.56741/IISTR.jmsd.001936

Authors

Rolando Magat Jr
rolandomagat1118@gmail.com
University of Perpetual Help Dalta System
Arahvela Dungog University of Perpetual Help Dalta System
Laurence A. Castillo University of Perpetual Help Dalta System
Alyssa Kyla V. Cimacio University of Perpetual Help Dalta System
Ronafel C. De Los Reyes University of Perpetual Help Dalta System

DOI:

https://doi.org/10.56741/IISTR.jmsd.001936

Keywords:

Business Ethics, Duped Products, Ethical Perceptions, Generation Z, Intellectual Property

Abstract

The increasing prevalence of dupe products has raised ethical concerns, particularly among Generation Z, whose consumption behavior is shaped by affordability, social influence, and evolving moral standards. While prior studies have examined ethical consumption and intellectual property (IP) awareness separately, limited research explains how consumer-related factors translate into ethical perceptions through IP awareness. Addressing this gap, the present study investigates the ethical perceptions of Generation Z toward duped products by examining the relationships among consumer-related influencing factors, IP awareness, and ethical perceptions within a mediated framework. Employing a quantitative, descriptive–correlational design, data were collected from 400 Generation Z respondents in Metro Manila using a validated, researcher-made questionnaire. The data were analyzed using descriptive statistics, non-parametric correlation, and Partial Least Squares Structural Equation Modeling (PLS-SEM) with bootstrapping. The findings reveal that consumer-related influencing factors significantly affect ethical perceptions both directly and indirectly through IP awareness, confirming a partial mediation effect. Although Generation Z demonstrates general awareness of IP rights and acknowledges ethical concerns, economic practicality and social normalization continue to shape ethical judgments. Anchored on Behavioral Reasoning Theory and Cognitive Dissonance Theory, the study contributes to a deeper understanding of ethically ambiguous consumption by highlighting how awareness interacts with consumer reasoning processes. The findings have implications for IP education, ethical marketing, and policy initiatives aimed at promoting responsible consumption. The study concludes that strengthening IP awareness alone is insufficient; ethical interventions must also address the economic and social contexts influencing Generation Z. Future research is recommended to explore longitudinal effects and cross-cultural perspectives on ethical consumption of dupe products.

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Author Biographies

Rolando Magat Jr, University of Perpetual Help Dalta System

is a faculty member at the University of Perpetual Help Dalta System, Philippines. His research focuses on business ethics, intellectual property awareness, consumer behavior, and digital commerce. He has supervised undergraduate research on emerging market ethics and youth consumption patterns. His academic interests include ethical decision-making, innovation management, and entrepreneurship education, particularly among Generation Z in technology-driven economies today and global contexts and practices. (email: rolandomagat1018@gmail.com).

Arahvela Dungog, University of Perpetual Help Dalta System

is an undergraduate researcher at the University of Perpetual Help Dalta System, Las Piñas City, Philippines. She graduated with academic excellence and has received recognition in digital design competitions. She has experience leading university marketing initiatives and evaluating campaign performance using data-driven approaches. Her strengths include integrating strategic insight with creativity to produce impactful outcomes. Her professional interests focus on digital marketing, branding strategy, consumer engagement, and innovative communication in competitive markets. (email: a.dungog@gmail.com).

Laurence A. Castillo, University of Perpetual Help Dalta System

is a business student at the University of Perpetual Help Dalta System, Las Piñas City, Philippines. His research interests include consumer ethics, intellectual property protection, and behavior in digital marketplaces. He has contributed to projects exploring perceptions of imitation products and brand loyalty among Generation Z. He aims to pursue a career in business research and policy development, promoting standards, protecting innovation, and informing consumer decision-making in today's economies. (email: lauranceaca@gmail.com).

Alyssa Kyla V. Cimacio, University of Perpetual Help Dalta System

is a BSBA Marketing Management graduate (Magna Cum Laude) from the University of Perpetual Help Dalta System, Philippines. She is an Accredited Marketing Professional and currently serves as a Business Relationship Officer at RCBC. Her interests include marketing research, brand development, consumer engagement, and ethical business practices. She is committed to advancing transparent, data-driven marketing strategies in digital and global financial environments. (email: alyssa.kyla@gmail.com).

Ronafel C. De Los Reyes, University of Perpetual Help Dalta System

is a business student at the University of Perpetual Help Dalta System, Las Piñas City, Philippines. Her interests include consumer protection, decision-making, and intellectual property awareness. She has participated in collaborative studies on counterfeit products and youth attitudes toward brand authenticity. Her goal is to advance research and promote responsible consumer behavior through education, policy support, and evidence-based strategies in local and international business environments. (email: ronafel.reyes@gmail.com).

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