IP Outreach Research > IP Crime
Reference
| Title: | Determinants of Consumer Willingness to Purchase Non-Deceptive Counterfeit Products |
| Author: | Irena Vida [University of Ljubljana] |
| Source: | Managing Global Transitions 5, no. 3: 253-270 |
| Year: | 2007 |
Details
| 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 ]