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

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posted on 2023-08-17, 17:49 authored by Samika Chadha

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.

History

Language

English

Degree

  • Master of Arts

Program

  • Fashion

Granting Institution

Ryerson University

LAC Thesis Type

  • MRP

Thesis Advisor

Henry Navarro Delgado

Year

2021

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    Fashion (Theses)

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