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

newdigital No Role for Conscious Consumer in the Battle against Counterfeiting. A Socio-Cultural Approach
Article
journal 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
publisher Vita e Pensiero
format Article | Pdf
online since 11-2019
doi 10.26350/000518_000033
issn 0035-676X (print) | 1827-7918 (digital)
€ 6.00

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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.