IP Outreach Research > IP Crime


Title: Determinants of Consumer Willingness to Purchase Non-Deceptive Counterfeit Products
Author: Irena Vida [University of Ljubljana]

Managing Global Transitions 5, no. 3: 253-270

Year: 2007


Subject/Type: Counterfeiting, Piracy
Focus: Apparel and Shoes, Brands (non-deceptive counterfeits), Luxury Goods, Software, Watches
Country/Territory: Slovenia
Objective: To study consumers' inclination to purchase non-deceptive counterfeits at various price levels relative to retail prices of genuine branded products.
Sample: 223 consumers
Methodology: Survey administered by senior and part-time MBA students in their local communities and at work

Main Findings

Religiousness was a significant predictor of behaviour with the more religious consumers consuming less counterfeit goods due to the potential embarrassment of being discovered purchasing a fake and other social concerns. This negative relationship between religiousness and purchase of counterfeit goods was strong for counterfeit software and T-shirts, but not for counterfeit luxury items.

Men had significantly more positive attitudes towards the purchase of counterfeit T-shirts and computer software than women. Education was found to have a significant positive effect on attitudes towards the consequences of buying/using a counterfeit product (i.e. more educated respondents were more concerned with the social consequences of being discovered purchasing/using counterfeits). More innovative consumers care less about social consequences and are quicker to justify counterfeits, but their actual purchase of counterfeit goods depends on the type of good.

[Date Added: Aug 12, 2008 ]