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Abstract(s)
The aim of this study is to examine the intention to buy counterfeit luxury products using the framework of the theory of perceived risk in the Portuguese market. Data was collected using a questionnaire applied to 97 consumers and analysed using structural equation modelling. The results highlight that positive attitudes towards counterfeit luxury products increase the likelihood of consuming counterfeit products. On the other hand, perceived financial risk and perceived psychological risk influence individuals' attitudes towards buying counterfeit luxury products. The perception of financial risk also influences the intention to buy counterfeit luxury products. The contributions of this study have significant implications for policymakers, luxury brand managers and consumer protection agencies.
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Pedagogical Context
Citation
Canguende-Valentim, C. F. & Moreira, A. C. (2025). “Purchase intention of counterfeit luxury goods. A look based on risk perception theory”. In Canguende-Valentim, C. F., Moreira, A. C. & Vale, V. (Eds.), Counterfeit Luxury and Consumption (pp. 191–208), London, Routledge. DOI: 10.4324/9781003507925-13
Publisher
Routledge
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CC License
Without CC licence