Effects in Consumer Behaviours due to the Increasing Availability of Counterfeit Products on E-Commerce Websites and Social Media Platforms in India

<p>The study assesses how the rise in popularity of social media applications like TikTok and Instagram, and the increasing availability of counterfeit products on e-commerce websites such as DHgate, impacts the purchase behaviour of Indian consumers. The research considers the ease with which counterfeit goods can be marketed and purchased through these platforms as a determinant factor motivating consumers’ behaviour. Fourteen Indian participants aged 18-35 were recruited to participate in semi-structured interviews. Their responses were examined through Trickle Down theory, Theory of Leisure Class and Planned Behaviour Theory frameworks and against the extant literature. The analysis uncovered that while e-commerce is not as prevalent in fostering consumption of counterfeit goods in India, social media does play a key role in affecting purchase behaviour. This research fills the gap in scholarly literature on the consumption of counterfeit goods in general, as studies on this topic are scarce.</p>