Choosing between Genuine Luxury Products and Counterfeits in China

Abstract

We examine the changing attitudes toward genuine and counterfeit luxury goods in China that influence the choice between purchasing fake vs. genuine luxury goods. A questionnaire is used to collect data from Chinese college students in two different cities in China. Exploratory factor analysis and logit models are used to explore perceptions and purchasing patterns of college-aged Chinese consumers with regards to genuine luxury goods. We find that having a positive attitude toward China is associated with owning genuine luxury goods whereas being fashion oriented has the opposite effect.

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