The market size of counterfeit and pirated goods, through both domestic and international sales, is estimated to total $1.7 trillion and $4.5 trillion a year (Bharadwaj et al. 2020). Understanding the consumer motivations, attitudes, and behavior toward counterfeit products is essential to develop regulations to curb demand of the counterfeit goods. Analyzing an online survey responses from 686 working adults in the US., this study empirically tested whether and how the culture influences consumers’ counterfeit behavior. Culture was operationalized as two ways, first with race and ethnicity, and then with various psychological and individual differences based on previous theory and literature. These included power distance, religiosity, attitude toward business. The results support the link between cultural and psychological factors and counterfeit purchase behavior.

Accepted Oral Presentation