Addicted to the Fake: Coaction Theory and the Psychology Behind Counterfeit Consumption

This study explores how behavioral addictions, specifically compulsive and addictive buying, shape counterfeit consumption through the mediating roles of hedonic motivation and social comparison. While prior research has explored maladaptive buying behaviors and counterfeit purchasing separately, limited attention has been given to their intersection within emerging markets. Drawing on coaction theory, this study integrates these constructs to explain how psychological dependencies translate into unethical consumption choices. Data were collected from 944 young urban shopping mall consumers of Pakistan via self-administered questionnaires. The dataset was analyzed using SPSS 23 for preliminary analysis and AMOS 23 for covariance-based structural equation modeling. The findings confirm that both compulsive and addictive buying behaviors significantly influence counterfeit consumption indirectly through heightened hedonic and social comparison motives. These mediating mechanisms highlight that pleasure-seeking and peer conformity jointly sustain counterfeit demand among young consumers. The study contributes to the literature by extending coaction theory into consumer psychology and demonstrating how behavioral addictions operate within collectivist, price-sensitive contexts. Policy-wise, the results underscore the need for awareness campaigns and regulatory strategies targeting emotional and social triggers of counterfeit consumption. Marketers and brand managers can also use these insights to design interventions that promote authentic consumption habits and reduce counterfeit apparel.