Why do consumers buy counterfeit products? An exploratory analysis in Southern Italy

In the last years the phenomenon of counterfeiting has become increasing across all sectors of the market, with negative effects both on economic and social level of the country. About issue of counterfeiting, in national and international literature, there are several studies, however, there are few empirical contributions. The aim of the present study, conducted on 1,000 subjects from four regions of Italy, is to investigate and identify the variables that most affect the choice and guide consumers toward the purchase of a counterfeit product. Regression analyses and structural equation models were carried out. The results show a pattern of relationships in which knowledge about counterfeit products not directly influence the behavior or the tendency to purchase, but indirectly, through their action on attitudes. These last, negatively influenced by knowledge represent a direct predictor of behavior for the purchase of non-original products. Some practical implications are discussed.