Counterfeit goods have wide consequences in terms of risks for the consumer. Counterfeit goods are purchased in two different ways. In the first case, the consumer believes that the purchased product is real, but in fact, it is fake, but in the second case, in which the consumer knows the real product, but is willing to buy the fake product, and this state has various reasons, including lower prices. It is compared to the actual product.The purpose of this research was to test the causal relationship model of consumer behavior with the purchase of counterfeit sports equipment based on the theory of planned behavior. The current research was applied in terms of purpose and descriptive-survey type. The statistical population in this study were customers and consumers of sports equipment, whose number is unlimited, and therefore, using Cochran's formula, 385 of them are randomly selected as a research sample. To collect information, Jio standard questionnaire (2015) including 27 items and 6 components (purchase intention, risk aversion, business participation, attitude, mental norm, understanding of behavioral control, brand awareness) was used and its reliability through Cronbach's alpha was 87/ 0 was obtained. Kolmogorov-Smirnov normality test, Pearson test and structural equation test were used to check the hypotheses using SPSS and LISREL software. The research results showed that all components have a significant relationship with purchase intention (p<0.05). Also, in the presented model, all path coefficients and factor loadings were significant at the 95% confidence level in the standard mode. The reported GFI value for goodness of fit model is 0.92. Therefore, by doing useful marketing and advertising, it increased people's interest in sports and group sports activities and increased people's knowledge about all sports issues.