Exploring generational differences in the purchase of authentic vs. counterfeit luxury goods

Abstract

This research explores the consumer behaviors and motivations of Millennials and Generation Z towards genuine and counterfeit luxury goods through an exploratory qualitative approach, with in-depth interviews of a population of 32 individuals evenly split between the two groups. The findings reveal several differences and offers practical insights for luxury brands, recommending tailored strategies to fight counterfeiting. Furthermore, given the limited existing literature on this topic, this paper offers valuable insights by comparing the behaviors of the two generational groups.