Drivers of attitudes toward luxury and counterfeit products: the moderating role of interpersonal influence

Abstract

PurposeThis 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.Design/methodology/approachSurvey 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.FindingsThe 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.Originality/valueThis 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.

Eco-Economy: Utilization of Sapwood Scraps for Sustainable Economic Value in Communities

“…This case indicates that the factors for consumers' decision-making opportunities to purchase or use the newly developed teak furniture are consistent with all four factors, including the facts about attitudes that exist in abstract forms within the minds of consumers. Further, it is considered an important factor in the decision-making of consumer choice (Lyer et al, 2022;Mehrens et al, 1973). Noor Afza Amran (Amran et al, 2021) presents a viewpoint that is consistent with the concept of human feelings that can be expressed through behavior to be observed and assessed to present solutions to the problems encountered.…”

Examining the influence of price-quality inference and consumer attitudes on the inclination to buy non-deceptive counterfeit goods: evidence from South Africa

“…Previous studies (Bian and Viloutsou, 2007; Iyer et al. , 2022; Souiden et al ., 2018) have proposed and validated a variety of predictors for counterfeit consumption behaviour, and their applicability varies across various global contexts.…”

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Signaling norm salience through perceived peer counterfeit consumption

“…Table 1 provides insights into some key findings from the recent counterfeiting literature. Some scholars view counterfeit luxury consumption as a cultural phenomenon unique to collectivistic cultures (Iyer et al , 2022). Others adopt a countercultural approach to argue that counterfeit luxury consumption is a manifestation of norm divergence from the mainstream (Francis et al , 2015).…”

“…This paper draws on an evolving research stream that views millennials’ counterfeit buying behavior through the lens of shared values and norms rather than simply a temporal phenomenon among youth (Lee and Trim, 2019). The notion of perceived counterfeit consumption offers new insights compared with a relatively similar concept of perceived counterfeit dominance – consumers’ perception that counterfeits dominate the market for luxury brands (Iyer et al , 2022; Song et al , 2021). This market-oriented approach does not offer insights into consumers’ mental representations of whether counterfeits dominate peer consumption choices.…”