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This paper aims to examine how socio-economic status (SES) shapes consumers’ purchase behavior of genuine brands and counterfeits. It also forms a typology based on the decision-making processes of these two groups by exploring neutralization processes and emotional outcomes related to their behaviors.

Data are collected through in-depth, semi-structured interviews with 42 users and non-users of counterfeits from different SES groups.

This paper develops a consumer typology based on the customer behavior of counterfeit and genuine brand users, as well as emotional outcomes and neutralization strategies used to justify their actions according to their SES group. These categories are defined as the black chameleons, the counterfeit owners, the genuine brand owners and the authenticity seekers.

This paper contributes to the counterfeit literature by examining the consumption practices of each SES group of users and non-users of counterfeits by focusing on motivations, emotional outcomes and neutralization processes. The study shows how consumers’ end consumption practices and their SES group explains the mix findings on the counterfeit literature.