Examination of consumers' tendency toward counterfeit products in the context of consumer ethics

Counterfeit product is a global problem that goes beyond country borders. Although various research and estimations are being made to determine the damage to the country's economies and the world economy, the size of the direct and indirect damage caused will likely be much larger. As a result of the production and sale of counterfeit products, many actors such as original brand manufacturers, suppliers, legal distribution channels, employees, government, and consumers can be damaged. The prevention of counterfeit products, which can cause damage in various aspects such as loss of earnings, tax loss, violation of rights and health, can be solved by understanding the causes of the problem. Especially when focusing on the reasons for consumer demand, information that can support the decision-making process can be provided to those who are interested. There are many studies in the literature to determine the reasons behind the use of counterfeit products. Ethics and consumer ethics, in which the relationship between imitation product purchasing behavior and consumer behavior is examined, is one of the variables that are emphasized. In this study, consumers' orientation toward counterfeit products is examined within the scope of ethics and consumer ethics. Within the scope of the study, a questionnaire is applied to the consumers and the data (n=258) obtained are analyzed. According to the findings, the first reason for purchasing counterfeit products is the lack of income of the consumer and the low price of counterfeit products. Consumers mostly buy clothing, purses, wallets, leather goods, and accessories etc. from counterfeit product groups. It is found that consumers' ethical sensitivity does not affect their tendency to purchase counterfeit products. The effect of consumer ethics on the tendency to purchase counterfeit products is determined in the "indirect benefit" sub-dimension.