The role of luxury value perception in consumer behavior towards counterfeit luxury goods: the case of Moroccan consumers

Counterfeiting is a growing industry all over the word and Morocco is not an exception, as counterfeiting is widely spread due mainly to the absence of strict regulation in this matter. The researches about the consumer’s behavior towards luxury counterfeit are very rare in Moroccan context. Our study attempts to contribute to this field by studying the effect of luxury value perception and attitude toward counterfeiting on consumer’s behavior toward luxury counterfeit. Concerning the methodological facet, we have conducted a quantitative study with a sample of 210 Moroccan consumers of luxury counterfeit products. We have also performed a PLS model that includes word-of-mouth (WoM) and purchase intention as consumer’s behavior explanatory variables. We concluded that the luxury value perception influences the WoM that influences the purchase intention of counterfeit, whereas attitude toward counterfeiting has no significant effect. From a managerial perspective, brand managers should focus promoting their luxury brand value instead of fighting counterfeiting in a context where counterfeiting is fairly common