This research paper studies the factors that influence the customers’ attitudes towards counterfeit products of genuine brands and on the basis of Theory of Reasoned Action (TRA) it also examines the purchase intention of customers’ towards counterfeit products. Data were gathered by using a structured questionnaire from 300 respondents on the basis of convenience sampling. Value-consciousness, previous-experience and subjective-norm were found to be significantly associated with customers’ attitude whereas perceived-risk and integrity have unfavorable attitude towards counterfeit products of genuine items. This research paper also highlights that attitude plays the mediator role among these variables and intention to purchase. Demographic variables such as gender, age, education and income also help to demonstrate the individuals’ attitude towards counterfeit products. In addition gender and education have some significant influence on customers’ attitude whereas age and income were significantly associated with some aspects of customers’ attitude ie perceivedrisk and previous-experience respectively. Also, findings revealed that attitude towards counterfeits of original brands have significant influence with customers’ purchase intention.