Counterfeit Consumption: Effects of Values and Counterfeit Experience

Sales of counterfeit products is worth up to ½ trillion $US in 2016 and is expected to increase driven by demand. Drawing from Schwartz theory of human values this research extends existing literature on counterfeit consumption behaviour by addressing two crucially important questions: 1) how do personal values affect counterfeit consumption, 2) how do these relationships vary as a function of counterfeit experience? This article reveals that self-transcendence values play a prominent role in explaining counterfeit consumption and the influence is negative. In contrast, openness to change, conservation, and self-enhancement values have no direct significant impact. Counterfeit experience moderates the relationship of self-transcendence values and counterfeit consumption. This research develops a better understanding of when and what personal values might influence counterfeit consumption. The findings bridge a salient knowledge gap and, subsequently, contribute to the value and consumption behaviour literature.