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Heeding 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.

The 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.

This 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.

The 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.

Counterfeiting is a large business involving the manufacturing or distribution of imitation goods. The purpose of this paper is to develop an integrated research model that combines neutralisation theory and perceived risk theory to explain consumers’ purchase intention towards counterfeit luxury goods.

Of the 280 distributed questionnaires, 230 were returned. Rigorous data filtering was performed to remove problematic data, leaving 213 usable questionnaires for analysis. To validate the proposed hypotheses, PLS analysis (a variance-based structural equation modelling technique) was conducted using Smart-PLS.

The results showed that denial of responsibility, denial of victim, performance risk and social risk are significant predictors of consumers’ purchase intention towards counterfeit luxury goods. However, denial of injury, appeal to higher loyalties, condemnation of the condemners, as well as psychological risk and prosecution risks, were found to have no significant relationships with purchase intention towards counterfeit luxury goods.

The integrated model is useful in predicting consumers’ purchase intention towards counterfeit luxury goods. This study discusses the research findings and concludes with managerial implications and limitations.

The purpose of this paper is to extend the theory of reasoned action and the theory of planned behaviour to measure the effects of ethical and moral antecedents (e.g. integrity, moral judgement, extrinsic religiosity and intrinsic religiosity, and ethical concern) on attitudes towards counterfeit luxury products. Additionally, it also measured the effects on attitudes towards purchase intention.

The scope of the study is the Chinese market. The sample size for the study was 412 participants, and data were collected through established scales and measures. Structural equation modelling was used to test the developed model.

All the developed hypotheses were accepted. All the antecedents negatively affect attitudes towards counterfeit luxury products. At the same time, attitude has a positive effect on purchase intention. The results are consistent with those of earlier studies.

Samples were gathered from just a single region in southwest China, which limits the generalisability of the discoveries. As past research in fake goods buying has done, future investigations relating to this situation in the domain of ethical reasoning should accumulate samples from other regions of China as well, as customer perception relating to profound morality and counterfeit Purchase Intention may change from region to region.

A few customers hold the opinion that luxury brands are lucrative because of the excessive costs of their products and therefore feel vindicated in buying counterfeits (Penz and Stottinger, 2005). Combatting this conviction requires luxury brand managers to endorse effective moral ideals and social commitment messages to prevail upon purchasers.

A few customers trust that they are helping local people, such as the peddlers who offer the fakes or the producers who make these goods, suggesting in a way that a few individuals have positive attitudes towards these type of counterfeit goods sold locally. For such customers, there can be marketing messages that can show them the other side of the issue, such as the lost sales and loss caused to the organisations, which result in people becoming jobless because of their actions.

The primary goal of the study is to explore the relationship between the moral measurements of consumers and their attitudes and purchase intentions in the Chinese market.

The purpose of this study was to explore the perceptions and attitudes of original luxury brand owners towards counterfeit luxury goods. The results indicated that all respondents found luxury products fun and worth the price they paid for them, whether they were original or counterfeit. Almost 30 percent of respondents owned no counterfeits and only original goods. These respondents believed that counterfeits were inferior products and believed that ownership of original luxury products was more prestigious compared to counterfeit luxury goods. Conversely, those who owned more counterfeits had a positive image of them and did not believe these products were inferior. Overall, 70 percent of respondents indicated that the value, satisfaction, and status of original luxury brand names were not decreased by the wide availability of counterfeits. Further, the majority of respondents disagreed that the availability of counterfeits negatively affects their purchase intentions of original luxury brands.

The objective is to extend the concept of purse parties introduced by Gosline (2009) and to explore the phenomenon of counterfeit consumption through the in-home “purse parties” channel. The authors seek to reveal themes from the depth interviews and build a consumer typology reflecting attitudes toward purse parties and counterfeit luxury products.

The method is a qualitative phenomenological approach. Authors assessed attitudes toward purse party attendance and counterfeit goods – along with any subsequent behavioral intentions or behaviors. Authors addressed the objective using depth interviews among 28 women.

Findings included five emerging themes: distinctness of in-home consumption settings, obligatory attendance, social engagement, curiosity, and disregard for legalities of counterfeit consumption/disdain for purse parties.

The sample primarily consists of female colleges students and is not representative of all consumers. Due to social desirability bias and the controversial nature of counterfeit consumption, informants may have struggled to provide honest responses.

Research implications suggest potential increases in purse party events and consumption due to informant’s blatant disregard for the legalities of the practice, and interests in social engagement, intimacy (exclusivity), and curiosity.

The main contribution is a typology representing four types of purse party consumers: loyal, curious/social, skeptic, and disengaged. This proposed typology stems from the aforementioned themes uncovered. Further, authors identify the social implications of in-home purse parties and underscore the significance of an under-investigated purchase channel.

This study explores consumers' motivations to purchase luxury and counterfeit products using an international sample. In addition, it also examines the moderating role of interpersonal influence on this process. This study seeks to examine if the consumers who demand the highest quality express a preference for luxury goods over counterfeit goods.

Survey research was employed to subjects from the USA, India, China and Russia. Responses from US and India consumers were collected using online software, whereas responses from China and Russia were collected with the help of a local market research firm.

The findings of the study indicate that consumers tend to show similar reactions based on the luxury and counterfeit consumption process examined here. In terms of interpersonal influence as a moderator, however, the study found it significantly impacts status seekers' attitude toward luxury and how a perfectionist shopper perceives counterfeit consumption.

This study is one of the first in the literature to empirically address both luxury and counterfeit consumption. Further it considers consumers from multiple countries with high levels of luxury good purchases.

The purpose of this paper is to explore the relationship between the consumption of counterfeit luxury goods and identity construction. The argument is that through the consumption of counterfeit luxury goods consumers obtain real and symbolic benefits that allow them to express a desired social image and further their identity.

A total of 37 in‐depth interviews were conducted with women who owned both originals and counterfeits of luxury fashion products.

The findings highlight three main themes describing inner benefits that consumers attain with the purchase and consumption of counterfeit luxury goods: first, being efficient by optimizing their resources; second, having fun by experiencing adventure, enjoyment, and risk; and third, fooling others expecting not to be caught. But most important, through the accomplishment of these goals consumers of counterfeit luxury goods construct an identity in which they perceive themselves as “savvy” individuals.

The intent is to contribute to the understanding of the process of identity construction through consumption. This consumption occurs in a particular context; the consumption of counterfeit luxury goods. The experience is singular in the sense that this paper shows the existence of consumers who can afford the prices of luxury fashion brands but decide to buy counterfeits and also because it depicts how individuals can construct a confident self‐image from an ethically questionable behavior. The consumption of counterfeit luxury brands serve consumers a self‐concept expressive function (by helping them to communicate who they are) and an adaptive social function (by rewarding them with social acceptance).

The aim of this study is to deepen the understanding of luxury consumption by comparing the meanings and the attributes of counterfeit branded products and luxury goods.

This study is an interpretative qualitative research in which the meanings and essence of luxury and counterfeit goods are uncovered by written stories. The photo‐ethnographical method was used to generate the stories.

Consumers regard both luxury goods and counterfeits as being at different levels and of different quality ranging from poor to excellent. Counterfeits possess mainly social meanings, whereas authentic luxury goods may also operate on a personal level. However, consumers do not perceive luxury and counterfeit branded products as counterparts; counterfeits can be regarded as the embodiment of luxury, whereas non‐brand products are rather the opposite. Moreover, the existence of authenticity is perceived to be a vital connective and distinctive factor among luxury and counterfeit branded products.

The research aspires to shed light on the essence of counterfeit and luxury goods by comparing them in an effort to gain better understanding of the luxury phenomenon as a whole.

This systematic literature review used bibliometric and science mapping as a means of exploring and understanding the evolution and landscape of research in the counterfeiting of products and goods. The review sought to document the size, growth trajectory and geographic distribution of counterfeiting research, identify high-impact scholars and documents, and explore the intellectual structure of the field. We identified 403 peer-reviewed articles published in the SCOPUS database, within subject areas of business, social sciences, economics, decision-making, arts and humanities, and psychology. We used VOSviewer software to analyse the data set of SCOPUS-indexed articles. Using citation analysis, the review identified the most cited scholars, documents, journals and most productive countries publishing research on counterfeiting. Aiming to identify highly influential documents whose impact in counterfeiting research has been sustained over time, we conducted a co-citation analysis. Apart from identifying main aspects of knowledge production through citation and co-citation analysis, we employed keyword co-occurrence analysis to illuminate research fronts in counterfeiting research, notably: anti-counterfeiting strategies for combating crime; counterfeiting and intellectual property rights; counterfeiting of luxury products; consumer ethics; consumer psychology and brand protection. We conclude that bibliometric analysis and science mapping offer a novel and useful means of investigating the development of this field of study.

The purpose of this paper is to examine customer attitudes toward purchasing counterfeit luxury products (ATPCLP) in two cities in two different countries (Saudi Arabia and Malaysia) by testing the relationships between the various reasons for purchasing those products: social status insecurity, status consumption and value consciousness.

Questionnaires were distributed conveniently to urban customers in Kuala Lumpur, Malaysia and Jeddah, Saudi Arabia. Altogether 658 useable questionnaires were collected and analyzed using descriptive statistics, general linear model of univariate analysis of variance and structural equation modeling.

Quality, price, popularity and status signaling represent the main motivating factors for their brand choices of counterfeit luxury products among the two country groups of customers. As expected, customers' social status insecurity influences their ATPCLP, but not their status consumption. However, status consumption does positively moderates the relationship of their social status insecurity and their ATPCLP. Furthermore, customers' value consciousness influences their ATPCLP and moderates the relationship between status consumption and ATPCLP. The impact of status consumption on ATPCLP depends on the importance one places on the value of the products. However, the authors found no differences in social status insecurity, status consumption and value consciousness, on their ATPCLP among the customers. Some implications and limitations of the results are discussed.

The use of convenience sampling and mainly college students (in Saudi Arabia) as respondents represent the main limitations of this study.

The practical implication of this study is to discourage the purchasing of counterfeit luxury products in their respective country Malaysian marketers need to stress that their genuine products are of top quality while Saudi marketers need to stress that their genuine products are of well-known brands that are sourced from well-known countries of origin. Besides, Malaysian marketers need to offer genuine products that are not overly priced or ones that indicate value-for-money while Saudi marketers need to convey the message that their genuine products could help enhance or uplift their customers' social status. In this study, the authors did not find any support for differences in ATPCLP between the two rather different Muslim-majority countries. This could be due to the fact that the majority of the respondents were females in their mid-20s and that both countries have a growing number of young customer base, which makes them particularly attractive target customers for branded/luxury products and, at the same time, easy preys to luxury products counterfeiters. This implies that there are still more opportunities for academics to study the topic or related topics in the future.

As far as the authors know, no one has undertaken a comparative study involving two very different Islamic majority countries (more conservative mono-cultural and mono-ethnicity Saudi Arabia versus less conservative multicultural and multi-ethnicity Malaysia) before.