No Role for Conscious Consumer in the Battle against Counterfeiting. A Socio-Cultural Approach

Name: No Role for Conscious Consumer in the Battle against Counterfeiting. A Socio-Cultural Approach
Brand: Vita e Pensiero
Price: 6.00 EUR
Availability: OnlineOnly

digital

Article

Magazine

RIVISTA INTERNAZIONALE DI SCIENZE SOCIALI

Issue

RIVISTA INTERNAZIONALE DI SCIENZE SOCIALI - 2019 - 3

Title

No Role for Conscious Consumer in the Battle against Counterfeiting. A Socio-Cultural Approach

Author

Laura Meraviglia

Publisher

Vita e Pensiero

Format

Article |

Pdf

Pages

Online from

11-2019

Doi

10.26350/000518_000033

Issn

0035-676X (print) | 1827-7918 (digital)

€ 6.00

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Description

Counterfeiting is a constantly growing phenomenon with economic, social and political implications. Considering consumers’ awareness, the counterfeit market includes two sub-markets, the deceptive market and the non-deceptive market. In the first case consumers are cheated since they believe to have purchased an original product, when in fact it is a fake. In the second case, consumers are fully aware they have bought a knock-off. The paper takes the form of a socio-cultural analysis linked to the price/quality relation to answer the question if it is in the interest of conscious consumer to have a role in the fight against counterfeiting. What emerges is that conscious consumer has not such an interest, therefore the only possibility to succeed in the fight against counterfeiting is to make consumers aware of the dangers related to it and to strengthen the legislative framework.

keywords

Consumer behaviour, Counterfeiting, Fashion, Quality-price relationship

Author biography

Laura Meraviglia, Department of International Economics, Institutions and Development, Università Cattolica del Sacro Cuore, Milano. Email: laura.meraviglia@unicatt.it