Is It Fun to Buy Fake Products in Street Vending? The Moderating Effect of the Predisposition to Make Rational Decision

The illegal trafficking of counterfeit goods poses a significant threat to the modern global economy, public health, and societal well-being. Addressing this issue requires thoroughly understanding consumers’ motivations for purchasing counterfeit products. While existing research has examined various factors influencing such purchases, including product characteristics and consumer traits, little attention has been paid to the role of the fun dimension aspect of buying counterfeit items and how consumers’ inclination towards rational decision-making may moderate these behaviours. This paper introduces and evaluates a parsimonious model that links economic convenience, the fun dimension, and perceived quality to the intention and actual purchase of counterfeit goods. Conducted in the urban area of Barcelona, the study emphasises the impact of the fun dimension on purchase intentions and the influence of perceived quality on purchasing behaviour. Additionally, it suggests the importance of segmenting the market based on objective criteria such as predisposition to rationality.