I am due to go on holiday shortly to a place where fake products, such as handbags, shoes, designer clothes, etc. are openly sold and have a reputation for being extremely cheap. This got me thinking about the reasoning behind why the 'fake' market is so successful. I found the following research very interesting.
Several studies and surveys provide insights into why people buy counterfeit products, with motivations generally falling into two main categories: appreciation for the product itself and the desire to influence public perception.
Product Appeal:
Many buyers are drawn to counterfeits because they like the design, style, or functionality of the product but cannot afford the genuine version. Economic motivations, such as the perception of getting a good deal, are frequently cited, especially for non-luxury items like electronics or apparel【8】【9】.
Research shows that hedonic motives—buying for enjoyment or the thrill of a bargain—can be even stronger predictors of counterfeit purchase than economic considerations【9】【10】.
Public Image:
Counterfeit luxury goods are often purchased to signal status or wealth, as they imitate the branding and exclusivity of high-end products. Studies reveal that buyers often prioritize the appearance of affluence over the quality or authenticity of the item【9】【11】.
Social influence is significant, with peer behavior and family attitudes often encouraging purchases. A study linked the likelihood of buying counterfeits to exposure to peers or family who also buy such goods, suggesting that public perception plays a crucial role【11】【12】.
Cultural and Demographic Factors:
Younger individuals, frequent online shoppers, and people from lower-income households are more likely to buy counterfeits, often for reasons tied to affordability and societal trends【9】【10】.
Cultural attitudes also shape behavior, with some regions viewing counterfeit buying as more socially acceptable than others【12】.
For further reading, these resources offer detailed findings:
The 2023 Global Anti-Counterfeiting Consumer Survey by A-CAPP Center
tps://a-capp.msu.edu/article/global-anti-counterfeiting-consumer-survey-2023
arch on motivations from the American Council on Consumer Interests here.
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