Recent studies by the United Kingdom Intellectual Property Office (UKIPO) revealed a striking trend. Men are twice as many male as female participants purchase counterfeit goods, particularly when these items are endorsed by social media influencers. Overall, 35% reported that they had knowingly purchased counterfeits.
This is double the percentage of females (17%) in the previous survey (Shepherd et al., 2021). 60% of the male knowing buyers are in the 16-33 age group. These younger males are twice as likely
(53%) to knowingly make illicit purchases than those aged over 34 (23%). The research suggests that male consumers are over twice as likely to be influenced by social media endorsements compared to their female counterparts. Specifically, 24% of UK males aged between 16 to 60 have been swayed by influencer-endorsed counterfeits.
The allure of counterfeit products for men is multifaceted. Factors such as social motivation, personal gratification, perception, value, brand loyalty, and ethics play a role in the decision-making process.
Additionally, the desire to enhance self-image and the excitement of finding a bargain—referred to as the "thrill of the hunt"—are significant motivators.
These motivations are further compounded by the influence of social media, where trusted influencers can rationalize the purchase of counterfeit goods, leading to risk blindness and an increased appetite for risk among consumers…
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