Il consumatore e i prodotti contraffatti: un’indagine esplorativa sul processo d’acquisto e le pratiche di consumo

Counterfeiting is an increasing and relevant phenomenon in contemporary markets. This paper aims to investigate, from a consumer perspective, the determinants of purchases, the buying settings and the consumption practices for counterfeited fashion goods. For our exploratory analyses we used in-depth interviews with different kind of people including buyers and non buyers. Results confirmed previous studies conducted in the field on the determinants of purchases and some interesting new themes emerged especially considering the consumption practices. Directions for further research and some preliminary implications for companies and public authorities are provided in the last paragraph.