Willingness to buy non-deceptive counterfeit products: A case study of Indonesian consumers

Document Type

Conference Proceeding


Promaco Conventions Pty Ltd

Place of Publication

Sydney, New South Wales


School of Marketing, Tourism and Leisure




Hidayat, A., Mizerski, K., Ogilvie, M. (2008). Willingness To Buy Non-Deceptive Counterfeit Products: A Case Study Of Indonesian Consumers. In the Proceedings of the Australian and New Zealand Marketing Academy Conference 2008 - Marketing: Shifting the Focus from Mainstream to Offbeat. Sydney, Australia: Olympic Park. Original article available here.


Counterfeiting is one of the fastest growing industries in the world with actual losses extremely difficult to predict but estimated to be in excess of $10 trillion (Green and Smith 2002). Research in this area tends to focus on supply-side issues. The current study, however, examines the demand-side and focuses on Indonesian consumers’ willingness to buy counterfeit products. Two factors, product extrinsic cues (i.e. brand and price) and product involvement, are examined for their influence on consumers’ willingness to purchase known counterfeit goods. The results indicate that brand name provides consistent effects across involvement levels but that price is an effective indicator only in the high involvement purchase situation.

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