Counterfeit Luxury Consumption and the Role of Culture

Counterfeit buying behavior is the consequence of a complex and interrelated set of influencing factors. Individual and personal traits of personality influence the buying and non-buying decisions of luxury counterfeit goods. But those personal traits are partly defined by culture and trends which draw a context and a specific environment for counterfeit consumption. In this chapter, we address the influence of culture on individual characteristics affecting consumer behavior and underline how different environmental contexts shape and influence counterfeit perceptions. Finally, we look at the different possible strategies to fight against counterfeit with a culturally sensitive lens.