Counterfeiting is increasingly becoming a big problem in the global business environment. This is even tougher for online environment. In both marketing and business ethics literature, several factors of counterfeiting and its potential outcomes are investigated, and they have provided numerous insights for companies in order to prevent these counterfeiting activities. However, they mostly focus on demand side of the issue, where supply (production) side is generally neglected by the researchers. Thus, the purpose of this study is to propose a model that describes and explains the personal and product related antecedents of consumer' intention to generate online pirate products.