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Curtailing Counterfeit Consumption: Deciphering Ethical Attitudes and Consumer Intention

Matthew P Ponsford

Research related to differing ethical attitudes of consumer choices between genuine or counterfeit products, or a combination thereof, is strangely sparse. As much of the literature has demonstrated, consumers’ ethical attitudes are related to studying the social status benefits of luxury brands, but more theories and studies are needed to better ascertain the impact of differing ethical attitudes on consumer intention. Anti-counterfeiting operations will not prove successful solely through law enforcement or the imposition of administrative fines against consumers.