Who buys fakes in Russia and why?

The recent departure of international brands from the Russian markets is unprecedentedly; its consequences require thoroughly study, especially in the context of consumer behavior towards non-original goods. This paper analyzes the dynamics of counterfeit purchases in Russia in 2021—2023 and socio-economic factors that explain the purchase of fakes, given that the latter differ from standard economic goods with high symbolic value. Quantitative data representing the Russian Internet audience aged 18 years and older is used. Three waves of the online survey were conducted: in 2021 (N = 4978 people), 2022 (N = 6000 people) and 2023 (N = 6000 people). According to the results, the purchase of counterfeits is a widespread phenomenon in Russia. Russians purchase non-original goods mostly unintentionally, although in the last two years of the survey there have been structural shifts towards their knowingly buying. With the help of multinomial regression, factors for purchasing counterfeits were revealed. The availability of counterfeits on the Internet and the financial limitations of Russian households contribute to expanding the audience of consumers of non-original goods, whereas a focus on high quality when choosing goods reduces the number of buyers of counterfeits. The role of well-known brands in the consumption of counterfeit products remains ambivalent