The Internalisation of Counterfeit Consumption Behaviour from the Lens of Self-Determination Theory

Phenomenology study on counterfeit goods purchase presents unique challenges due to the sensitive issue that requires consumers to disclose their consumption practices. To better understand consumers’ psychological motivation in this counterfeit phenomenon, capturing insight from consumers’ daily consumption experiences delivers further exploration in explaining the tremendous consumer demand. Based on a hermeneutic phenomenology study, this research attempted to examine an exhaustive and contextualised account of 12 consumers’ consumption experiences on purchasing counterfeit branded fashion goods through in-depth interviews. Utilising Self-Determination Theory (SDT), the data were analysed using thematic analysis, and six themes emerged from this study: materialism, conspicuous, social norms, competent consumers, social learning, and self-interest. It validated that the pursuit of extrinsic goals enables consumers to internalise counterfeit consumption, which contributes to consumers’ life happiness and hedonic well-being. The conclusions confirmed that the experiences involved in counterfeit consumption by the consumers were viewed as pleasure maximisation that fulfilled psychological needs and life goals pursuit. This paper contributes wisdom to scholarly, industry, and managerial research as the emerging themes depict the experiences captured by consumers continuously involved in counterfeit consumption practices.