How and when actual‐ideal self‐discrepancy leads to counterfeit luxury purchase intention: A moderated mediation model

Drawing on the self‐discrepancy and moral decoupling theories, this study investigates how and when actual‐ideal self‐discrepancy (AISD) leads to consumers' purchase intentions toward counterfeit luxury brands. Across a survey study (Study 1: N = 531) and an experimental study (Study 2: N = 543), this research demonstrates that AISD is positively related to consumers' purchase intention toward counterfeit luxury products, and this relationship is mediated by the need for self‐enhancement. Furthermore, moral decoupling moderates this relationship, such that the mediated relationship is stronger when moral decoupling is high rather than low. The findings provide strategic insights for brand managers and policy makers to reduce demands for counterfeit products and tackle the counterfeit industry effectively.