Consumption of Counterfeit Alcohol in Contemporary Russia: The Role of Cultural and Structural Factors

Abstract

The majority of Russians believe that counterfeit alcohol may cause death. Nevertheless, alcohol is a common target of counterfeiting in contemporary Russia as are branded clothes, accessories and audio products. This paper aims to reveal whether counterfeit alcohol consumers are distinctive in terms of structure and culture. It investigates the prevalence and structure of counterfeit alcohol purchasing and consumption; attitudes and beliefs about counterfeit alcohol; and predictors of counterfeit alcohol consumption. The research is based on the Russia Longitudinal Monitoring Survey (RLMS-HSE), an annual nationwide panel survey designed to monitor the health and economic welfare of households and individuals in the Russian Federation. The research findings demonstrate that cultural and structural factors contribute a lot to the consumption of counterfeit alcohol. Counterfeit alcohol consumption is associated with hazardous alcohol drinkers and homemade alcohol drinkers who tend to ignore trademarks and the taste of alcoholic beverages. Blur counterfeiting is a characteristic of hazardous alcohol drinkers and vodka-lovers who are inclined to be price sensitive and to ignore brands. Social networks play a significant role in consumption of counterfeit alcohol. Counterfeit alcohol consumers are highly likely to represent lower classes.