From Status to Sustainability? Counterfeit Luxury Consumption and Strategic Business Implications for Emerging Markets

As global economic shifts intensify, the proliferation of counterfeit luxury goods poses unique challenges to sustainable market growth and brand legitimacy in emerging economies. This study investigates the psychological drivers influencing the intention to purchase counterfeit luxury brands, focusing on the role of price-quality inference and economic attitudes. Using the Theory of Planned Behaviour and Price-Quality Inference Theory, the research examines three key relationships: (1) the effect of price-quality inference on attitudes toward economic benefits, (2) the link between attitudes and purchase intention, and (3) the direct influence of price-quality inference on purchase intention. Data were collected from 380 consumers in Johannesburg, South Africa. Structural equation modeling revealed that price-quality inference was the strongest predictor of purchase intention, suggesting that consumers are more likely to buy counterfeits if they perceive the price to be fair, regardless of authenticity or quality. The findings offer critical insights for brand managers and retailers on countering counterfeit demand while promoting ethical and sustainable consumption practices in the Global South.