Decoding Online Consumer Behaviour Towards Counterfeits: Insights from Systematic Literature Review and Future Research Framework
Decoding Online Consumer Behaviour Towards Counterfeits: Insights from Systematic Literature Review and Future Research Framework

Summary/Abstract: Theoretical background: Counterfeiting poses a significant global challenge, negatively impacting busi-nesses and consumers. This issue has been exacerbated by the rapid growth of online shopping, whichhas increased the availability and accessibility of counterfeit products. Despite the growing prevalence ofcounterfeit goods in the online marketplace, there remains a substantial research gap in understanding thedynamics of online counterfeit consumption. Previous studies have primarily focused on offline counterfeitmarkets, leaving a void in the literature regarding the unique factors that influence consumer behaviourand intentions in the digital environment.Purpose of the article: The aim of the article is to examine the factors influencing consumer behaviourand intentions in the context of purchasing counterfeits online. The conducted systematic review aimsto fill the existing research gap by identifying new and overlooked themes and suggesting directions forfuture research in this area.Research methods: The article integrates empirical studies on online counterfeit purchases conductedbetween 2008 and 2024. The analysed articles were classified based on the year of publication, researchmethodologies, and characteristics of the study population.Main findings: The review identifies four thematic categories: person-centric, social and cultural, mar-ket-related, and risk-related themes. The insights provide valuable guidelines for researchers, highlightingareas for further investigation, and offer practical recommendations for policymakers and marketers tocombat counterfeiting and protect consumer interests online.

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