Motivations for Purchase of Counterfeit Luxury Goods

Abstract

Counterfeit luxury goods refer to goods that closely resemble the original luxury goods, and consumers purchase these goods while being aware that they are counterfeits. To explain this consumer purchasing behavior, existing research has explored consumers’ motivations for purchase of counterfeit luxury goods. However, no study has thoroughly reviewed the latest trends in this field. Therefore, this paper selects the ten latest articles published in major academic journals in the field of marketing and organizes them from four perspectives: social, moral, cognitive, and online behavioral. The paper also identifies two future directions for research in this area: exploration of the impact of secondary markets and subscription services for luxury goods on counterfeit purchases, and exploration of the impact of the experiential value offered by luxury goods on counterfeit purchases.

Keywords

• counterfeiting
• high-end products
• brand
• access-based
• experiential value