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The relationship between hedonism, the impression of legal danger, and customer attitudes about luxury fashion counterfeit products is explored in this study. Data was collected from 385 respondents in East Java, Indonesia, using multistage sampling and using structural equation modelling (SEM) analysis, with a focus on those who had previously purchased counterfeit products. The results show that consumer perceives and intention to buy for counterfeit luxury products are positively influenced by hedonism. However, this effect is considerably moderated by legal risk perception, which lowers intention to buy among individuals who are legally risk orientated. This study provides an overview of the consumption of counterfeit products by integrating legal (risk perception) and psychological (hedonism) perspectives. Further psychological and socioeconomic elements influencing the purchase of counterfeit products should be investigated in future studies. These results can be used by policymakers and brand owners to create effective consumer education initiatives and legal enforcement strategies to minimise the use of counterfeit products.
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Sari et al. (2026) studied this question.
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