FACTORS INFLUENCING INTENT TO BUY COUNTERFEITS OF LUXURY GOODS

Abstract

Mass production and information overload, which occurred in the 21st century, has made consumers look for individuality and exclusivity in everyday life. This need can be easily satisfied by making a decision to buy and giving preference to specific brands, which helps express satisfaction in fine and exclusive goods. During the economic crisis the demand for counterfeit copies of luxury goods has increased, which made the shadow economy grow. On the other hand, a paradox has been observed where demand for these items has not reduced despite growing consumer income. Hence it is important to better understand the intents of counterfeit luxury goods consumers, stimulating an increase in counterfeit items demand, and the factors that cause it. Different research topics are discussed in scientific literature on luxury goods counterfeit copies, however, a few main topics can be distinguished: consumers attitude towards luxury goods and their counterfeit copies; habits and causes of counterfeit copies purchasing; impact of counterfeit copies on luxury brands from the consumer‘s point of view; impact of luxury items counterfeit copies consumption on consumer‘s identity; factors, causing demand for counterfeit copies. The review of scientific research has shown that consumers’ intent to buy counterfeit items is influenced by personal-demographic and psychographic; product, social and buying situation factor groups.

DOI: http://dx.doi.org/10.5755/j01.em.18.4.5739