Envy plays a crucial role in driving both authentic and fake luxury consumption. This paper reports three experimental studies revealing that benign envy motivates people to buy genuine luxury items, while malicious envy encourages counterfeiting. Benign envy, triggered by feelings of deservingness and pride, leads to moral behavior, strengthening the belief in hard work and promoting the pursuit of authentic luxury. In contrast, malicious envy leads to moral disengagement, reducing ethical concerns associated with counterfeiting. It also prompts consumers to view luxury brands as immoral, fueling the inclination to punish the brand through purchasing counterfeit products. These findings have significant implications for luxury brands managing counterfeit demand.
Co-Author: Preeti Krishnan Lyndem
Journal: International Journal of Consumer Studies
