The Demand For Counterfeits - an Extended Tpb Approach With Empirical Evidence From Seven Countries

This paper aims to broaden the knowledge on why consumers buy counterfeit products, a global concern to manufacturers of original products. Extended through the concept of self-identity, the Theory of Planned Behavior is used as theoretical underpinning in a seven-country study. Overall, findings support the usefulness of the extended TBP to explain the demand for fakes in a multi-country setting. A more in-depth look into individual linkages reveals national idiosyncrasies and provides interesting avenues for future research.


Elfriede Penz and Barbara Stoettinger (2009) ,"The Demand For Counterfeits - an Extended Tpb Approach With Empirical Evidence From Seven Countries", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 610-612.


Elfriede Penz, Wirtschaftsuniversitaet Wien, Austria
Barbara Stoettinger, Wirtschaftsuniversitaet Wien, Austria


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


‘Family Tech-Support’: Consequences for Family Assemblages and Non-Purchase Decision Technology Adoption

Pao Franco, University of Melbourne, Australia

Read More


I2. Can Skinnier Body Figure Signal Higher Self-Control, Integrity, and Social Status?

Trang Thanh Mai, University of Manitoba, Canada
Luming Wang, University of Manitoba, Canada
Olya Bullard, University of Winnipeg

Read More


M12. From the Occult to Mainstream – Tracing Commodification of the Spiritual in the Context of Alternative Spiritualities

Richard Kedzior, Bucknell University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.