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Counterfeiting of perfume: Motivation and barriers to consumption

Author

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  • Sara Gabri
  • Sara Zannelli
  • Edoardo Lozza

Abstract

Understanding the motivations underlying the consumption of counterfeit products is crucial to contrast this illicit market and to develop a culture of anti-counterfeiting. However, there is a gap in the literature on the topic, in particular from a psychological perspective. We therefore propose an exploratory research, focused on the market of perfumes, made up of two studies: a motivational analysis on consumption of counterfeit perfume and a netnographyc analysis of spontaneous conversations emerged in dedicated forums. The results provide a preliminary map of the motivations and resistances underlying the consumption of counterfeit perfume, furthermore identifying 3 different consumer profiles. The research aims to start a psychological research field on counterfeiting.

Suggested Citation

  • Sara Gabri & Sara Zannelli & Edoardo Lozza, 2017. "Counterfeiting of perfume: Motivation and barriers to consumption," Micro & Macro Marketing, Società editrice il Mulino, issue 2, pages 295-312.
    • Handle: RePEc:mul:jyf1hn:doi:10.1431/86974:y:2017:i:2:p:295-312
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