Why Do People Intentionally Consume the Faked Products of Luxury Brands?

The paper is devoted to motives and risks of counterfeit consumption of luxury brands and systematization of non-price factors motivating consumers to buy counterfeits. In spite of the fact that a number of studies about motives and patterns of this unethical phenomenon have been conducted in China, Brazil and Europe, there is a lack of research describing the counterfeit consumption behavior of Russian consumers. In this paper the authors are trying to fill this gap. The study was done for so called "willing collaborators", who are consumers purchasing counterfeit knowingly and deliberately. Although some limitations, the article gives insights about motives and classification of perceived risks related to counterfeits consumption. According to the conducted study the main motive for purchasing luxury counterfeits in Russia is related to price factors and the context of consumption of certain goods makes sense for the buyers. (C) 2020 Marina Ochkovskaya, Tagui Karapetyan.