<![CDATA[‘Authentic’ and ‘fake’ are two adjectives that both luxury brands and policymakers need to pay attention to every day, especially in the age of technology, where purchasing and producing goods become increasingly convenient, leading to more complex problems. Therefore, this research aims to empirically investigate factors driving purchase intention of counterfeit luxury goods among Gen Z, who are redefining the market trends. Data was collected via survey questionnaires from 250 Gen Z consumers in Vietnam, an emerging market with contextual similarities to Indonesia. PLS-SEM was applied to examine the predictive research model, following a two-step approach to validate measurement models and assess the hypothesized structural model. Results indicated that value consciousness, integrity, and information susceptibility significantly influence attitudes towards luxury counterfeits, whereas ethical consciousness and materialism are not significant predictors. Furthermore, value consciousness and attitudes towards luxury counterfeits significantly impact purchase intention, with the mediating role of attitudes also being emphasized. These findings offer insights for emerging Southeast Asian markets including Indonesia, where the growing Gen Z demographic and rising counterfeit activities pose similar challenges. The study recommends that marketers of authentic brands and government entities develop regional strategies to raise consumer awareness, encourage boycotts of counterfeit products, and empower luxury brands to reinforce their value propositions against counterfeits.]]>
