From face consciousness to ethical reflection: a Taoist interpretation of counterfeit luxury consumption in China

Abstract This study examines counterfeit luxury consumption among young adult Chinese students and how established motivations are reconsidered through Taoist consumption values. While previous research identifies financial, social, symbolic, and experiential motivations for counterfeit luxury consumption, this study examines how consumers evaluate these motivations when prompted to reflect through a culturally grounded ethical perspective. Drawing on nine phenomenological interviews with Chinese students studying in Australia who had previously purchased counterfeit luxury products in China, the study identifies four motivations: face and social recognition, fashion seeking, symbolic brand experience, and curiosity. Financial accessibility enabled access to perceived consumption benefits but did not independently explain counterfeit purchasing. When Taoist consumption values were introduced, participants reconsidered these motivations to different extents. Reflection was particularly evident for motivations associated with external recognition and repeated purchasing, while curiosity prompted less reconsideration. The findings suggest that prompted ethical reflection varies according to the relationship between the values introduced and the perceived benefits supporting different motivations. The study positions Taoist consumption values as a culturally grounded framework for prompted ethical reflection rather than an explanation of participants’ original purchasing decisions.