A Qualitative Study on Counterfeit Consumption in Kuwait

Purpose: This study explores the phenomenon of counterfeit luxury goods consumption in Kuwait, influenced by high disposable incomes, social status importance, and Islamic norms. The research aims to understand the socio-psychological motivations behind purchasing counterfeit luxury products.Study design/methodology/approach: Data were collected using semi-structured interviews and netnography. Semi-structured interviews provided in-depth exploration of participants' experiences, while netnography captured real-time online interactions and discussions.Sample and data: The study involved semi-structured interviews with 21 participants familiar with counterfeit luxury brands, predominantly under 30 years old. Additionally, 372 comments were collected from Instagram for the netnographic analysis to understand consumer behaviors and attitudes.Results: The study reveals that socio-psychological factors significantly impact counterfeit product consumption. Social conformity and public image influence counterfeit luxury consumption in Kuwait. Fashion consciousness and financial considerations, prioritizing visual appeal and cost savings over authenticity, are also highlighted. The hedonic experience associated with buying and using counterfeit products emerged as a significant motivator.Originality/value: This research provides a nuanced understanding of counterfeit consumption within a unique cultural and religious context, contributing to the limited literature on the subject in the Middle East. It offers insights for policymakers and brand managers to develop strategies addressing this issue.Research limitations/implications: The qualitative nature and convenience sampling limit the generalizability of the findings. Future research could expand to include different socio-economic backgrounds for a more comprehensive understanding of the phenomenon.