How do moral judgment and saving face interact with positive word–of–mouth regarding counterfeit luxury consumption?

ABSTRACT

This study empirically investigates the combined effects of social factors such as word-of-mouth (WOM) and individual psychological factors such as moral judgment and saving face on consumers’ purchases of counterfeit luxury goods. Using a snowball sampling method, we gathered data from 257 Chinese consumers who had purchased counterfeits and tested our hypotheses using a hierarchical multiple regression model. We found that positive WOM and moral judgment increased counterfeit luxury purchases. Interestingly, saving face was found to mitigate the impact of positive WOM on counterfeit luxury purchases. This study contributes to the existing body of knowledge on consumer behavior regarding counterfeit luxury purchases by introducing innovative insights and proposing new moderating predictions related to moral judgment and saving face. Additionally, the findings have practical implications for global luxury companies, enabling them to devise effective marketing and communication strategies that dissuade consumers from buying counterfeits. In particular, the study emphasizes the importance of considering saving face from a cultural standpoint to discourage counterfeit purchases.

KEYWORDS:

• Counterfeit luxury goods
• word-of-mouth
• moral judgment
• saving face
• socio-psychological approach

Disclosure statement

No potential conflict of interest was reported by the author(s).

Ethical approval

All procedures performed in studies involving the online survey were in accordance with the ethical standards of Ritsumeikan University Ethics Committee.

Informed consent

Informed consent was obtained from all individual participants in the beginning of the online survey.