Counterfeit Luxury Goods Research Articles

Knowledge, Morality, and the Appeal of Counterfeit Luxury Goods

Knowledge, Morality, and the Appeal of Counterfeit Luxury Goods

A Qualitative Study on Counterfeit Consumption in Kuwait

Purpose: This study explores the phenomenon of counterfeit luxury goods consumption in Kuwait, influenced by high disposable incomes, social status importance, and Islamic norms. The research aims to understand the socio-psychological motivations behind purchasing counterfeit luxury products.Study design/methodology/approach: Data were collected using semi-structured interviews and netnography. Semi-structured interviews provided in-depth exploration of participants' experiences, while netnography captured real-time online interactions and discussions.Sample and data: The study involved semi-structured interviews with 21 participants familiar with counterfeit luxury brands, predominantly under 30 years old. Additionally, 372 comments were collected from Instagram for the netnographic analysis to understand consumer behaviors and attitudes.Results: The study reveals that socio-psychological factors significantly impact counterfeit product consumption. Social conformity and public image influence counterfeit luxury consumption in Kuwait. Fashion consciousness and financial considerations, prioritizing visual appeal and cost savings over authenticity, are also highlighted. The hedonic experience associated with buying and using counterfeit products emerged as a significant motivator.Originality/value: This research provides a nuanced understanding of counterfeit consumption within a unique cultural and religious context, contributing to the limited literature on the subject in the Middle East. It offers insights for policymakers and brand managers to develop strategies addressing this issue.Research limitations/implications: The qualitative nature and convenience sampling limit the generalizability of the findings. Future research could expand to include different socio-economic backgrounds for a more comprehensive understanding of the phenomenon.

Exploring the Influence of Consumer Perception, Social Norms, and Face Consciousness on Generation Z’s Willingness to Purchase Counterfeit Luxury Goods

This conceptual study explores the influence of consumer perception, social norms, and face consciousness on Generation Z's willingness to purchase counterfeit luxury goods. As the youngest and most digitally connected consumer group, Generation Z presents a unique paradox: a desire for luxury and social status juxtaposed with value-driven, often budget-conscious purchasing behaviors. Drawing on theories of consumer behavior, social identity, and face consciousness, this paper examines how Generation Z’s motivations are shaped by perceptions of counterfeit value, peer influence, and a heightened sense of social image. By analyzing these factors, the study provides a framework for understanding Gen Z's attitudes toward counterfeit luxury goods, offering insights for luxury brand managers to reinforce brand authenticity and mitigate counterfeit appeal. Findings suggest that aligning brand strategies with Gen Z’s values around authenticity, social responsibility, and exclusivity can play a pivotal role in counteracting the demand for counterfeit products, while fostering a culture of informed and ethical consumption.

Factors that influence consumers’ inclination to acquire counterfeit luxury goods

This study investigates the influence of perceived value and perceived risk on consumer intentions to purchase counterfeit luxury goods, drawing upon an integrated theoretical framework encompassing perceived value theory, risk perception theory, and consumer behavior models. Through a quantitative research design involving a structured survey and Structural Equation Modeling (SEM), the study examines the relationships among perceived value dimensions (functional, emotional, social, economic), perceived risk factors (financial, social, performance), consumer attitudes, and purchase intentions. The findings reveal that perceived value positively influences purchase intentions, with consumer attitudes acting as a critical mediating mechanism. Conversely, perceived risk negatively impacts purchase intentions, with this relationship also mediated by consumer attitudes. Furthermore, Bayesian Network analysis uncovers the indirect pathways through which perceived risk shapes purchase intentions via its influence on consumer attitudes. By integrating these theoretical frameworks and employing advanced analytical techniques, this study contributes to a comprehensive understanding of the complex decision-making processes underlying counterfeit luxury goods consumption. The findings provide valuable insights for policymakers, luxury brand managers, and consumer protection agencies in devising targeted strategies to address consumer perceptions of value and risk, ultimately mitigating the proliferation of counterfeit luxury goods.

The egalitarian value of counterfeit goods: Purchasing counterfeit luxury goods to address income inequality

AbstractThe present research demonstrates a novel driver of the growing demand for counterfeit luxury goods: perceptions of income inequality. Across five studies, using different samples and counterfeit luxury goods, we find that as perceptions of income inequality increase, consumers value counterfeit luxury products for their “egalitarian value”—a value associated with counterfeits' perceived ability to restore equality in society. Consumers perceive both public and private counterfeit luxury goods to have egalitarian value, suggesting that their value manifests itself beyond consumers' attempts to signal status via consumption. Moreover, the egalitarian value increases consumers' motivation to purchase counterfeit luxury goods beyond their hedonic, utilitarian, economic, or status signaling value. Finally, the positive effect of the egalitarian value of counterfeit luxury goods on purchase preference is greater among consumers who think equality is more desirable and attainable (i.e., those low in social dominance orientation). Our results outline one psychological mechanism underlying consumers' interests in counterfeit luxury goods, explaining how egalitarian value may link two important societal issues: growing income inequality and increased demand for counterfeits.

A Study on the Influence of Consumer Perception, Norm and Face Consciousness on the Willingness to Purchase Counterfeit Luxury Goods: A Case of Generation Z

This study investigates the intricate dynamics shaping Generation Z's propensity to purchase counterfeit luxury goods in China, focusing on the influences of consumer perception, social norms, and face consciousness. Counterfeit luxury consumption presents a compelling context for understanding consumer behavior, particularly among younger demographics in emerging markets like China. Drawing upon a mixed-methods approach, including surveys and interviews, this research delves into the nuanced interplay between various psychological and sociocultural factors driving the consumption of counterfeit luxury goods. The theoretical framework integrates concepts from consumer behavior, social psychology, and cultural studies to elucidate the mechanisms underlying Generation Z's decision-making processes regarding counterfeit luxury purchases. Specifically, consumer perception is examined in terms of the perceived value, quality, and social status associated with counterfeit luxury goods. Additionally, social norms are analyzed to understand how peer influence, societal expectations, and cultural norms shape individuals' attitudes and behaviors towards counterfeit consumption. Furthermore, the notion of face consciousness, rooted in Chinese culture's emphasis on social reputation and saving face, is explored as a crucial determinant of counterfeit purchasing behavior among Generation Z consumers. Through empirical data analysis, this study uncovers multifaceted insights into the willingness of Generation Z in China to engage in counterfeit luxury consumption. Findings reveal that while perceptions of value and social status play significant roles in driving counterfeit purchases, social norms exert a compelling influence, often outweighing individual perceptions. Moreover, face consciousness emerges as a potent motivator, as individuals navigate the delicate balance between maintaining social esteem and satisfying personal desires. The implications of this research extend to both academia and industry, offering valuable insights for marketers, policymakers, and brand managers seeking to address the challenges posed by counterfeit luxury consumption among Generation Z consumers in China. By understanding the complex interplay of consumer perception, social norms, and face consciousness, stakeholders can develop targeted interventions and strategies aimed at mitigating the demand for counterfeit goods while fostering authentic brand loyalty and consumer trust.

Motivations for Purchase of Counterfeit Luxury Goods

Motivations for Purchase of Counterfeit Luxury Goods

Exploring barriers to secondhand luxury consumption among Chinese consumers and changes during the COVID-19 pandemic

The purchasing environment for Chinese consumers is rife with rampant counterfeit luxury goods and strong superstitions and stereotypes about secondhand goods. Therefore, this study conceptualized five dimensions of perceived risk (perceived functional, financial, sales-source, physical, and psychosocial–superstitious) to explain Chinese consumers’ reluctance to purchase secondhand luxury goods (SLGs). Due to the sudden onset of the COVID-19 pandemic, this research was divided into two studies: before and during the outbreak. The pre-outbreak results show that, except for financial risk, all perceived risks significantly negatively affected the perceived value of SLGs. Conversely, the second study revealed that all five categories had significant negative effects. Additionally, both studies showed that perceived value positively affected SLG purchase intention, while self-regulatory focus (prevention focus against promotion focus) had a significant moderating effect. This research has several significant theoretical and practical implications for establishing more effective marketing strategies for the sustainable development of SLG markets.

Impact of Factors on Indonesian Consumer Purchase Intentions for Counterfeit Luxury Goods: The Role of Social Media Influencers

The surge in the consumption of luxury goods has led to an increase in the availability of counterfeit luxury items in the market. This proliferation of fake luxury products has inflicted financial and reputational damage upon luxury brands, undermining the carefully cultivated brand image over the years. The primary objectives of this study are to gain a deeper understanding of the factors influencing the purchase intentions of Indonesian customers towards counterfeit luxury products and to investigate the role played by social media influencers in this context. The study collected data through an online survey platform, obtaining 134 samples, and employed a multiple regression method for analysis. The research revealed that factors such as value consciousness, motivation, and social risk perception do not exert a positive influence on the purchase intentions of Indonesian consumers regarding counterfeit luxury products. Contrary to previous findings, these three hypotheses failed to support the current study's results, while two hypotheses were substantiated. The findings indicated that attitude and the impact of social media influencers have a significant and positive effect on the intention to purchase fake luxury products in Indonesia. In essence, the study concluded that a more favorable attitude towards counterfeit products increases the likelihood of purchase intentions, and the promotion of counterfeit luxury items by online influencers further stimulates consumer intentions to acquire non-authentic luxury goods.

Challenging the Value of Authenticity: The Consumption of Counterfeit Luxury Goods in Morocco

Morocco, known for its rich cultural diversity, is witnessing a significant shift in consumer behavior, especially among its youth, who are demonstrating an increased interest in counterfeit luxury goods. This phenomenon, driven by a growing income gap and heightened digital accessibility, has attracted considerable academic attention. The present research delves into the concept of popular innovation and analyses the consumption dynamics of young adults in Morocco's souks, with a particular emphasis on the prevalence of boutiques selling counterfeit goods. Despite being fully aware of the products' inauthenticity, young consumers appear to be influenced by broader cultural and social forces. They strive to stay current with trends and establish their uniqueness through their consumption choices. To investigate attitudes towards brand authenticity and perceived value, as well as their interaction with digital technologies, a survey was conducted among a selected sample. This study aims to explore the consumption of counterfeit luxury goods among Moroccan university students, delving specifically into their attitudes toward brand authenticity and perceived value. A cross-sectional study design was adopted for the study. A structured questionnaire was used to collect data from the participants.  The questionnaire consisted of two main parts, viz section A and section B. The first section consisted of sociodemographic characteristic questions such as gender, age, income, educational level, place of residence, and occupation. The remaining section encompassed questions and solicited responses concerning behaviors and knowledge of counterfeiting. Overall, there were 22 items in the questionnaire (6 items for section A and 16 items for section B). The data obtained from the study participants were cleaned and coded in Microsoft Excel running on Windows 13. The coded data were further imported into Statistical Package for Social Sciences (SPSS) version 2023 for statistical analysis. In conclusion, this research deepens our understanding of the evolving consumer landscape in Morocco, highlighting the appeal of counterfeit luxury goods among young adults. The study emphasizes the necessity of considering socio-cultural factors and digital influences when devising effective marketing strategies for this unique consumer segment.

Consumer’s Personal and Social Factors on Purchase Intentions of Counterfeit Luxury Products

There are several studies to answer the question of why consumers make purchases of counterfeit luxury goods. However, researchers have not studied the impact of consumer’s personal and social factors on purchasing counterfeit luxury products yet. The current study examines how consumers’ personal (face and public self-consciousness) and social factors (informative and normative suspective) influence their purchase intention towards counterfeit luxury products. Quantitative research methodology was used to measure consumers’ buying behavior of counterfeit luxury products by conducting an online survey of 254 consumers. The collected data were further analyzed by SPSS-28 and SMART-PLS 4 software. The findings indicate that social factors, such as informational susceptibility, strongly influence the purchase intention of counterfeit luxury products. Furthermore, consumer personal factors such as public self and face consciousness significantly influence fake luxury product purchasing intention. This study has implications for firms that import luxury goods and policymakers responsible for creating policies and marketing plans to deter consumers from buying counterfeit luxury goods.

How do moral judgment and saving face interact with positive word–of–mouth regarding counterfeit luxury consumption?

ABSTRACT This study empirically investigates the combined effects of social factors such as word-of-mouth (WOM) and individual psychological factors such as moral judgment and saving face on consumers’ purchases of counterfeit luxury goods. Using a snowball sampling method, we gathered data from 257 Chinese consumers who had purchased counterfeits and tested our hypotheses using a hierarchical multiple regression model. We found that positive WOM and moral judgment increased counterfeit luxury purchases. Interestingly, saving face was found to mitigate the impact of positive WOM on counterfeit luxury purchases. This study contributes to the existing body of knowledge on consumer behavior regarding counterfeit luxury purchases by introducing innovative insights and proposing new moderating predictions related to moral judgment and saving face. Additionally, the findings have practical implications for global luxury companies, enabling them to devise effective marketing and communication strategies that dissuade consumers from buying counterfeits. In particular, the study emphasizes the importance of considering saving face from a cultural standpoint to discourage counterfeit purchases.

Counterfeiting of luxury products: An attitudinal examination

The purpose of this paper is to understand the consumer perception of Counterfeit Luxury goods across ages and what consumer mentality triggers the consumption of these goods and can be associated to the causality to their rise in popularity.A sample size of 108 respondents was taken from Amritsar, Punjab, India. Upon inspection of the data it was revealed that there are enough correlations among the statements to move ahead with the factor analysis. Anti image matrix contained low correlations which also showed that data was appropriate for factor analysis. KMO measure of sampling adequacy was computed and found to be 0.555 which is a good figure (Hair et.al 2011). The chi square value was significant and Bartlett’s test indicated that corelation matrix is not an identity matrix. Hence, all these factors indicate that data is appropriate for factor analysis. Tools used for the study were IBM SPSS and Microsoft Excel.We can conclude that socioeconomic factors make up the majority of the decision making process with factors such as low income encouraging consumption. Furthermore, there seems to be a strong linking between their appetite for consumption of these goods and their desire for a better social status. Lastly, younger age groups are likely to be more impressionable and have a higher linking to counterfeit goods compare to older age groups.With the help of this study, marketers can devise appropriate strategies to counteract the consumption of counterfeit goods. Awareness should be spread through advertising and promotions to portray consumption of counterfeit goods in an unethical way which can help curb the growth of this market. Collective action by the luxury goods industry is likely to benefit all parties involved and recover sales lost to counterfeit goods. Lastly, as stated by Lewis, 2009, consumers are encouraged to inform the producer or law enforcement of their suspicions of sale of counterfeit goods.

The role of luxury value perception in consumer behavior towards counterfeit luxury goods: the case of Moroccan consumers

The role of luxury value perception in consumer behavior towards counterfeit luxury goods: the case of Moroccan consumers

Luxury goods and their counterfeits in Sub-Saharan Africa: a conceptual model of counterfeit luxury purchase intentions and empirical test

PurposeHeeding the call for insights into the Sub-Saharan African international marketing context, this study aims to empirically examine consumers' desires and motivations for buying counterfeit luxury goods. It examines influences on consumers' attitudes and purchase intentions related to counterfeit luxury goods in Rwanda, one of Sub-Saharan Africa's fastest-growing economies and growing luxury markets, developing and testing a model examining the effect of social context on personal attributes, providing evidence on economic and social-status factors as drivers for counterfeiting.Design/methodology/approachThe data were collected using an online survey administered in Rwanda to consumers who had previously purchased luxury goods and counterfeits. A total of 312 valid responses were analyzed using structural equation modeling.FindingsThis study found that normative and informational influences had a positive effect on Rwandan consumers' attitude toward purchasing counterfeit luxury products, with attitude influencing purchase intentions directly and indirectly, through mediating variable desire for status or through value consciousness and desire for status.Originality/valueThe study contributes to academic research − one of the first empirical studies to examine consumers' desires and motivations for buying counterfeit luxury goods in Sub-Saharan Africa, providing insights that benefit scholars and practitioners seeking to better understand a market where more than half of the world's fastest economies are located.

Determinants of Consumers’ Willingness to Buy Counterfeit Luxury Products: An Empirical Test of Linear and Inverted U-Shaped Relationship

The proliferation of counterfeit luxury goods poses a great threat to the sustainable development of the luxury goods industry; it also disturbs the order of economic development, causes the aggravation of environmental pollution, and is contrary to the principle of global sustainable development. How to effectively weaken consumers’ willingness to buy counterfeit luxury products has become a focal issue. This research explores the impact of value consciousness, social risk perception, and face consciousness on the purchase intention of counterfeit luxury. In addition, this study explores the different mediating roles played by attitude. The results show that value consciousness has a significant positive impact on the counterfeit luxury purchase intention through the full mediation of attitudes. Perceived social risk not only exerts a direct negative impact on the purchase intention of counterfeit luxury products but can also indirectly influence intention through the partial mediation of attitudes. Besides, there is an inverted U-shaped relationship between face consciousness and counterfeit luxury purchase intention, and attitudes play a partially mediating role in this inverted U-shaped path. This research also has certain management implications for the government and luxury products companies to formulate relevant policies and marketing strategies to curb consumers’ willingness to purchase counterfeit luxury products.

Cross cultural analysis of purchasers' intention to wear a counterfeit luxury product in varying social situations

Recent research regarding counterfeit luxury products has focused primarily on the motivations for consumption. However, there is little research regarding consumers' actual occasions of use of counterfeit luxury goods. We conducted a cross-cultural exploratory study among 432 millennial women in the US and Europe to examine 12 social contexts where millennial women wear a counterfeit fashion purse. The findings provide new insights toward: 1) understanding the consumption of counterfeit luxury fashion wear; 2) understanding the incidence of product usage as social importance increases; 3) exploring cross-cultural differences; 4) outlining the implications for luxury brands.

Choosing between Genuine Luxury Products and Counterfeits in China

ABSTRACT We examine the changing attitudes toward genuine and counterfeit luxury goods in China that influence the choice between purchasing fake vs. genuine luxury goods. A questionnaire is used to collect data from Chinese college students in two different cities in China. Exploratory factor analysis and logit models are used to explore perceptions and purchasing patterns of college-aged Chinese consumers with regards to genuine luxury goods. We find that having a positive attitude toward China is associated with owning genuine luxury goods whereas being fashion oriented has the opposite effect.

Regulatory focus and consumption of counterfeit luxury goods: Roles of functional theories of attitudes and perceived similarity

Four studies show that promotion (vs. prevention) focus leads to greater counterfeit consumption, and that social functions of attitudes and perceived similarity form a chain mediation underlying these effects. Study 1 links chronic regulatory focus to counterfeit consumption behavior in both China and South Korea. Study 2 replicates Study 1′s findings using primed regulatory focus and a behavioral measure of counterfeit preference. Study 3 tests the effect of regulatory focus on counterfeit consumption in a different context and demonstrates the mediating roles of social functions of attitudes and perceived similarity. Study 4 examines the boundary condition of social functions of attitudes: When social-adjustive function is made salient (compared to a control condition), prevention-focused consumers’ counterfeit consumption is elevated, whereas promotion-focused consumers’ counterfeit consumption is unaffected. However, when value-expressive function is made salient (compared to a control condition), promotion-focused consumers’ counterfeit consumption is reduced, whereas prevention-focused consumers’ counterfeit consumption is unaffected.

Factors affecting consumers’ purchase intention for counterfeit luxury goods in Bangladesh

The purpose of study is to examine the factors behind the purchase intention for counterfeit luxury goods in Bangladesh using the Theory of Planned Behavior (TPB). This research also sought to measure the effect of product attribute, brand image, level of income, price, and gender regarding the purchase intention for counterfeit luxury goods. Data were gathered from a sample of 242 individual respondents living in different areas of Dhaka city who had experience of purchasing various counterfeit luxury goods. A structured questionnaire was used to obtain survey data through a personal interview. Descriptive statistics, reliability statistics, one-way ANOVA, and multiple regression analysis have been used to analyze the collected data. The results show that among five factors, only three of them, such as product attribute, brand images and level of income, are more influential predictors in purchase intention for counterfeit luxury items than price and gender. The findings of the study show a better understanding based on a developing country on how these factors affect purchasing intention of counterfeit luxury items. Thus, the study intends to identify different socio-demographic and behavioral predictors in terms of counterfeiting luxury goods. The result depicts that comparing to original products, Bangladeshi consumers are more prone to use counterfeit luxury items to maintain social values and status. Finally, limitations and managerial implications of the study, along with future research avenues, have been discussed.