Determinants of Consumer Willingness to Purchase Non-Deceptive Counterfeit Products

This study offers insights into non-deceptive counterfeiting by focus-ing on consumers in a new eumember country. More specifically, con-sumers ’ inclination to purchase counterfeits at various price levels rel-ative to retail prices of genuine branded products is examined, and the effects of various socio-economic and socio-psychological characteris-tics are explored. In reviewing the consumer behavior literature and re-cent empirical work, a conceptual model of consumer general willing-ness to purchase counterfeit products was developed. Using path anal-yses to test the system of structural relationships among the variables, inconsistent patterns of results were found across three classes of coun-terfeit products. Implications for management and further research are provided. Key Words: counterfeit products, consumer unethical behavior, willingness to buy, Sloveni