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Exploring generational differences in the purchase of authentic vs. counterfeit luxury goods
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Autores
Resumo(s)
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.
Descrição
Palavras-chave
Generational differences Luxury goods Authenticity Counterfeit Consumer behavior Decision-making process Luxury consumption Gen Z Millennials