Beyond price: Factors influencing consumer behavior towards purchasing counterfeit goods
Abstract
This research, titled Beyond Price: Factors Influencing Consumer Behavior Towards Counterfeits, explores the various factors that drive consumer behavior in purchasing counterfeit goods. The study focuses on a population of consumers aged 18-35 in Naga City, Philippines, particularly those who belong to the lower- middle class. Key objectives include identifying the factors influencing purchasing decisions, assessing the level of consumer awareness regarding counterfeit goods, and determining significant relationships between consumer profiles, awareness, and behavior. The research employs a mixed-method approach, using both qualitative and quantitative data to develop a strategic marketing model aimed at mitigating counterfeit purchases and promoting authentic luxury goods. Results provide insights into the motivations behind counterfeit purchases and suggest strategies for addressing this ongoing issue.
Downloads
References
Basu, M. M., Basu, S., & Lee, J. K. (n.d.). Factors Influencing Consumer’s Intention to Buy Counterfeit Products. Global Journal of Management and Business Research: B Economics and Commerce, 15(6). https://scholarworks.indianapolis.iu.edu/server/api/core/bitstreams/0c97597e-b876-4bac-9de6- d47c90216aad/content
Chen, J., Teng, L., & Liao, Y. (2018). Counterfeit luxuries: Does moral reasoning strategy influence consumers’ pursuit of counterfeits? Journal of Business Ethics, 151, 249–264.
Chow, D. C. (n.d.). Alibaba, Amazon, and Counterfeiting in the Age of the Internet. Northwestern Pritzker School of Law Scholarly Commons. Link
Explaining Consumer Demand for Counterfeit Goods: Social Learning or Low Self-Control? – Center for Anti- Counterfeiting and Product Protection. (n.d.). https://a-capp.msu.edu/article/explaining-consumer- demand-for-counterfeit-goods-social-learning-or-low-self-control-2/
Fejes, Z. (2019). Explaining Consumer Demand for Counterfeit Goods: Social Learning or Low Self-Control?
Center for Anti-Counterfeiting and Product Protection. Link
Harun, A., Mahmud, M., Othman, B., Ali, R., & Ismael, D. (2020). Understanding Experienced Consumers Towards Repeat Purchase of Counterfeit Products: The Mediating Effect of Attitude. Management Science Letters, 13–28. https://doi.org/10.5267/j.msl.2019.8.019
Hawkins, M. (2020, November 1). The Moderating Effect of Need for Belonging and Communal-Brand Connection on Counterfeit Purchasing. Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2020.102250
Hoffman, B. (2024, May 26). Bandwagon Effect: What It Is and How to Overcome It. Forbes.
Kaur, N. Examining the Influence of Demographics on Consumer Attitudes Towards Purchasing Counterfeit Clothing: A Study in the State of Punjab, India.
Khan, S., Fazili, A. I., & Bashir, I. (2023, January 5). Signaling Norm Salience Through Perceived Peer Counterfeit Consumption. Journal of Product & Brand Management, 32(6), 812–827. https://doi.org/10.1108/jpbm-02-2022-3859
Koay, K.-Y. (2018). Understanding Consumers’ Purchase Intention Towards Counterfeit Luxury Goods: An Integrated Model of Neutralization Techniques and Perceived Risk Theory. Asia Pacific Journal of Marketing and Logistics, 30(2). https://doi.org/10.1108/apjml-05-2017-0100
Samaddar, K., & Gandhi, A. (2022, December 13). Exploring Customer Perceived Value Towards Non-Deceptive Counterfeiting: A Grounded Theory Approach. South Asian Journal of Business Studies. https://doi.org/10.1108/sajbs-07-2021-0259
Sobh, R., & Perry, C. (2018). Research design and data analysis in realism research. European Journal of Marketing, 40(11/12), 1194–1209. https://doi.org/10.1108/03090560610702777
Theory of Planned Behavior. (n.d.). Change Theories Collection. https://ascnhighered.org/ASCN/change_theories/collection/planned_behavior.html
Williams, R. (2024, March 4). The ultimate guide to brand protection. Red Points. https://www.redpoints.com/blog/the-ultimate-guide-to-brand-protection/
Williams, R. (2024b, June 27). The growth of fake products on social media. Red Points. https://www.redpoints.com/blog/the-growth-of-fake-products-on-social-media/
Wu, Y., & Zhao, Z. (2021). Determinants of Consumers’ Willingness to Buy Counterfeit Luxury Products: An Empirical Test of Linear and Inverted U-Shaped Relationship. Sustainability, 13(3), 1194. https://doi.org/10.3390/su13031194
The authors and co-authors warrant that the article is their original work, does not infringe any copyright, and has not been published elsewhere. By submitting the article to GPH-International Journal of Business Management, the authors agree that the journal has the right to retract or remove the article in case of proven ethical misconduct.
