IP Outreach Research > IP Crime


Title: Consumer's Attitudes toward Fashion Counterfeits and Counterfeit Purchase Intentions: A Comparison between U.S. and Korean Consumers
Author: Mi Young Lee [Inha University], Kim K P Johnson [University of Minnesota]

2006 Korean Academy of Marketing Science Spring International Conference: 49-61

Year: 2006


Subject/Type: Counterfeiting
Focus: Apparel and Shoes, Brands (non-deceptive counterfeits), Fashion Accessories
Country/Territory: Republic of Korea, United States of America
Objective: To examine and compare the effects of consumers' attitudes towards fashion counterfeit purchases in the US and the Republic of Korea.
Sample: Undergraduate students enrolled at large universities in the US (193) and the Republic of Korea (230)
Methodology: Questionnaire

Main Findings

42.5% of the US sample had purchased counterfeits compared to 69.1% of the Korean sample. For both groups, handbags constituted the most purchased counterfeit item.

Those who had purchased counterfeit goods were found to have more positive attitudes towards fashion counterfeits and displayed a higher intention to make a future counterfeit purchase.

Relative to their US counterparts, Korean respondents tended to have more positive attitudes towards counterfeit goods and showed a higher intention to buy counterfeit goods, both for themselves and for others.

[Date Added: Aug 12, 2008 ]