Exploring the Influence of Consumer Perception, Social Norms, and Face Consciousness on Generation Z’s Willingness to Purchase Counterfeit Luxury Goods

This conceptual study explores the influence of consumer perception, social norms, and face consciousness on Generation Z's willingness to purchase counterfeit luxury goods. As the youngest and most digitally connected consumer group, Generation Z presents a unique paradox: a desire for luxury and social status juxtaposed with value-driven, often budget-conscious purchasing behaviors. Drawing on theories of consumer behavior, social identity, and face consciousness, this paper examines how Generation Z’s motivations are shaped by perceptions of counterfeit value, peer influence, and a heightened sense of social image. By analyzing these factors, the study provides a framework for understanding Gen Z's attitudes toward counterfeit luxury goods, offering insights for luxury brand managers to reinforce brand authenticity and mitigate counterfeit appeal. Findings suggest that aligning brand strategies with Gen Z’s values around authenticity, social responsibility, and exclusivity can play a pivotal role in counteracting the demand for counterfeit products, while fostering a culture of informed and ethical consumption.