“…Existing research has identified an array of consumer‐level factors that influence demand for counterfeit or inauthentic products across different countries, include individual differences (e.g., Katyal et al, 2022), consumer motives (Le Roux et al, 2019), benign/ malicious envy (Gupta & Lyndem, 2024), moral and economic justifications (Poddar et al, 2012; Siahtiri et al, 2022), cognitive resources (Kim et al, 2012), brand personality perceptions (Bian & Moutinho, 2009), and need for belonging (Hang & Zhong, 2023; Zhang et al, 2023). Consumers, in many cases, are aware of their buying counterfeits through illegal channels for inferior quality at a low price.…”