A Study on the Influence of Consumer Perception, Norm and Face Consciousness on the Willingness to Purchase Counterfeit Luxury Goods: A Case of Generation Z

Abstract

This study investigates the intricate dynamics shaping Generation Z's propensity to purchase counterfeit luxury goods in China, focusing on the influences of consumer perception, social norms, and face consciousness. Counterfeit luxury consumption presents a compelling context for understanding consumer behavior, particularly among younger demographics in emerging markets like China. Drawing upon a mixed-methods approach, including surveys and interviews, this research delves into the nuanced interplay between various psychological and sociocultural factors driving the consumption of counterfeit luxury goods. The theoretical framework integrates concepts from consumer behavior, social psychology, and cultural studies to elucidate the mechanisms underlying Generation Z's decision-making processes regarding counterfeit luxury purchases. Specifically, consumer perception is examined in terms of the perceived value, quality, and social status associated with counterfeit luxury goods. Additionally, social norms are analyzed to understand how peer influence, societal expectations, and cultural norms shape individuals' attitudes and behaviors towards counterfeit consumption. Furthermore, the notion of face consciousness, rooted in Chinese culture's emphasis on social reputation and saving face, is explored as a crucial determinant of counterfeit purchasing behavior among Generation Z consumers. Through empirical data analysis, this study uncovers multifaceted insights into the willingness of Generation Z in China to engage in counterfeit luxury consumption. Findings reveal that while perceptions of value and social status play significant roles in driving counterfeit purchases, social norms exert a compelling influence, often outweighing individual perceptions. Moreover, face consciousness emerges as a potent motivator, as individuals navigate the delicate balance between maintaining social esteem and satisfying personal desires. The implications of this research extend to both academia and industry, offering valuable insights for marketers, policymakers, and brand managers seeking to address the challenges posed by counterfeit luxury consumption among Generation Z consumers in China. By understanding the complex interplay of consumer perception, social norms, and face consciousness, stakeholders can develop targeted interventions and strategies aimed at mitigating the demand for counterfeit goods while fostering authentic brand loyalty and consumer trust.