Consumer Behavior and Attitudes Toward Counterfeit Luxury Brands

Counterfeit luxury goods represent a complex and expanding facet of global consumption, driven by competing motivations of cost saving, status seeking and identity expression. Consumers’ decisions to acquire imitations of high-end brands are shaped by individual value orientations—such as value consciousness and social risk perception—as well as by deeper psychological drivers, including moral judgment and self-concept. Social influences, notably word-of-mouth and the cultural imperative to save face, can amplify or suppress counterfeit purchases in different regions. Empirical research employs cross-sectional surveys, structural equation modelling and controlled experiments to uncover how emotional attachment to authentic brands, brand involvement, and normative pressures interact to determine both first-time and repeat procurement of fakes. Outcomes extend beyond purchase intention to encompass impacts on genuine brand equity, perceived product efficacy and long-term loyalty. From a managerial perspective, insights into these interwoven factors inform multifaceted anti-counterfeiting strategies—ranging from tailored communication campaigns emphasising authenticity and moral appeals, to cultivating strong emotional ties with original brands. Policymakers and luxury firms alike must consider cultural nuances and the ethical underpinnings of consumer choices to curb the proliferation of counterfeits while safeguarding sustainable luxury markets.

Research from Nature Portfolio

No recent Nature Portfolio content available.

Consumer Behavior and Attitudes Toward Counterfeit Luxury Brands publication trend

The graph below shows the total number of articles in consumer behavior and attitudes toward counterfeit luxury brands across all publications each year (not limited to Nature Index journals).

Technical terms

Counterfeit luxury goods: Imitations of high-end branded products sold without authorisation, often at lower price points.

Emotional brand attachment: A deep, affective bond between consumer and authentic brand that enhances loyalty and reduces counterfeit appeal.

Brand involvement: The degree of personal relevance or interest a consumer has in a brand, which can influence susceptibility to fakes.

Value consciousness: Consumer focus on obtaining quality at a favourable price, driving interest in lower-cost alternatives.

Face consciousness: Awareness of one’s social image and desire to avoid embarrassment, shaping attitudes toward counterfeit acquisition.

Word-of-mouth: Informal communication among peers, which can spread positive or negative opinions about counterfeit products.

References

1. How do moral judgment and saving face interact with positive word–of–mouth regarding counterfeit luxury consumption?. Journal of Global Fashion Marketing (2023).
2. Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter?. Journal of Brand Management (2020).
3. Self‐concept, individual characteristics, and counterfeit consumption: Evidence from an emerging market. Psychology and Marketing (2020).
4. Determinants of Consumers’ Willingness to Buy Counterfeit Luxury Products: An Empirical Test of Linear and Inverted U-Shaped Relationship. Sustainability (2021).
5. Understanding experienced consumers towards repeat purchase of counterfeit products: The mediating effect of attitude. Management Science Letters (2020).