What Keeps Consumers from Buying Counterfeits? The Role of Risk as an Obstacle to Purchasing Pirated Products

Abstract

The market in pirated and counterfeit goods is rapidly growing and is constantly reaching new record levels. These developments pose a serious threat to companies producing legitimate goods. Whereas rigorous research has been done to determine why consumers buy a pirated product instead of the original, relatively little is known about what prevents people from buying illicit goods. This research systematically explores risk as a key obstacle and, more specifically, the influence of different risk dimensions on customers’ attitudes towards counterfeit goods and purchase intentions: legal risk, social risk, financial risk, functional risk, and psychological risk.