Consumer's Motivation of Counterfeit Consumption in China

Felix Tang, Hang Seng School of Commerce, China
Vane-Ing Tian, The Chinese University of Hong Kong, China
Judith Lynne Zaichkowsky, Simon Fraser University, Canada
This article 1) develops a framework to explain the motivation underlying the purchase and use of counterfeits based on an exploratory qualitative research study; 2) discusses why people in emerging countries purchase and consume counterfeits; and 3) highlights the differences in rationalization of counterfeit consumption in developing and developed countries.
[ to cite ]:
Felix Tang, Vane-Ing Tian, and Judith Lynne Zaichkowsky (2011) ,"Consumer's Motivation of Counterfeit Consumption in China", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.