Counterfeit lovers encounter with product and risk determinants: an Indian consumers’ perspective

Purpose The study provides empirical evidence on whether product and risk factors influence consumers’ attitudes and purchase intentions towards counterfeit consumption. Although counterfeit consumption has been widely examined, prior research remains fragmented, with limited unified models integrating both product-related and risk-related determinants. Further, India remains under-examined despite being one of the fastest-growing counterfeit markets globally, and prior findings on risk determinants remain inconsistent and inconclusive. Design/methodology/approach The study used primary data collected from different counterfeit markets in Delhi, Kolkata and Mumbai. To obtain consumer responses, a two-part structured questionnaire comprising demographic profiles and statements related to the product and risk was circulated. The study received 406 responses from consumers of the counterfeit market. The data were analysed using PLS-SEM. Findings The findings of the study indicate that product appearance and perceived brand image positively influence consumers’ attitudes towards counterfeit products. At the same time, among risk factors, social risk is the only factor that influences consumers’ attitudes towards counterfeit products. The study also examined the mediating effect of attitude, and the results indicate that attitude mediates the relationships among product appearance, perceived brand image, social risk and consumers’ purchase intention towards counterfeit products. Research limitations/implications The study used a cross-sectional research design to collect data. The focus of the current study has only been on investigating the issue of counterfeiting from the consumers’ point of view, i.e. the demand side only. Practical implications The research provides an in-depth understanding of Indian consumers’ attitudes towards counterfeits. The research findings can be used to formulate strategies for practitioners and policymakers to help eradicate, or at the very least curb, counterfeiting activities by emphasizing elements like social consequences, risk and brand image. Originality/value The study highlights the influence of product and risk factors on consumers’ attitudes towards counterfeit consumption, an area that has not been extensively analysed. Attitude is used as a mediator to study the relationship between dependent and independent variables.