The research was conducted by Rina Rahmawati and Sherly Hesti Erawati and published in 2026 in the International Journal of Sustainable Applied Sciences. The findings provide new insight into how consumers make purchasing decisions in markets flooded with imitation products and digital counterfeits.
As counterfeit goods become increasingly sophisticated and widely distributed through online marketplaces, many consumers are now faced with difficult choices between expensive original products and cheaper imitations. In Southeast Asia, rapid digitalization has accelerated the spread of counterfeit fashion products while enforcement of intellectual property protections has struggled to keep pace.
The study highlights that consumers no longer automatically choose original products. Instead, they actively evaluate whether authentic products provide enough value to justify higher prices.
According to Rahmawati and Erawati, perceived value plays a critical role in this process. Consumers tend to buy genuine products when they believe the benefits — including quality, reliability, durability, trust, and long-term satisfaction — outweigh the financial sacrifice.
The researchers surveyed 412 Indonesian fashion consumers between December 2025 and January 2026. Participants were adults who had purchased or considered purchasing fashion products within the previous six months and were aware of counterfeit alternatives in the market.
Using statistical modeling techniques commonly applied in consumer behavior research, the authors analyzed how authenticity, quality perception, perceived value, and risk aversion interact to influence purchasing decisions.
The results revealed several important patterns.
Authenticity Builds Universal Consumer Trust
The study found that brand authenticity directly increases the likelihood of consumers choosing genuine products over counterfeit alternatives. Consumers were more likely to trust brands perceived as transparent, consistent, and true to their identity.
Authenticity acted as a universal trust signal across consumer groups, regardless of how cautious or risk-sensitive individuals were.
“Authenticity functions as a categorical risk-reduction cue,” the authors from STIE Malangkuçeçwara explained, noting that authentic brands reduce uncertainty and emotional hesitation during purchasing decisions.
The research also showed that authenticity indirectly influenced purchasing behavior by strengthening perceived value. Consumers who viewed a brand as authentic were more likely to believe the product offered meaningful long-term benefits.
Product Quality Matters More for Risk-Averse Consumers
Perceived product quality emerged as another major factor influencing genuine purchases. Consumers who believed original products offered superior durability, reliability, and performance were more willing to pay premium prices.
The effect became even stronger among risk-averse consumers.
The study found that individuals who tend to avoid uncertainty paid closer attention to quality guarantees, durability testing, warranties, and product reliability before making purchasing decisions.
In statistical terms, risk aversion significantly strengthened the relationship between perceived quality and genuine purchase behavior. However, it did not significantly alter the effect of authenticity.
This means that highly cautious consumers depend more heavily on practical quality signals than symbolic branding alone.
For businesses, the distinction is important.
Brands targeting risk-sensitive consumers may benefit from emphasizing concrete proof of quality, including warranty programs, product testing, certifications, and after-sales service. Meanwhile, authenticity messaging can remain a broad trust-building strategy across all customer segments.
Counterfeit Markets Continue to Expand Globally
The research comes at a time when counterfeit trade has become a major global economic issue. According to data cited in the study, counterfeit and pirated goods now account for approximately 2.5 percent of global trade.
Digital marketplaces have accelerated the spread of imitation products by making counterfeit goods easier to access, cheaper to distribute, and more visually convincing.
The researchers noted that counterfeit products increasingly compete not only on price, but also on appearance and perceived functionality. In some categories, high-quality imitations make it difficult for consumers to distinguish genuine products from fakes.
This environment creates pressure on legitimate brands to strengthen consumer trust through authenticity and perceived value rather than relying solely on logos or prestige.
Research Findings Show Strong Consumer Behavior Patterns
The study produced several statistically significant findings:
- Brand authenticity positively influenced genuine purchase behavior.
- Perceived quality increased consumers’ willingness to buy authentic products.
- Perceived value acted as a bridge between product perception and purchasing decisions.
- Risk aversion amplified the importance of quality perception.
- The research model explained 48.7 percent of genuine purchase behavior among respondents.
The authors also found that authenticity and quality influenced purchasing decisions both directly and indirectly through perceived value. This suggests consumers evaluate products emotionally and rationally at the same time.
While authenticity creates emotional reassurance and legitimacy, quality provides practical confidence regarding product performance and durability.
Implications for Brands and Digital Commerce
The findings offer practical implications for fashion brands, online retailers, and digital marketing professionals operating in counterfeit-heavy markets.
The researchers recommend that companies strengthen authenticity-building strategies through transparent storytelling, heritage branding, third-party certifications, and clear communication about product origins.
For consumers concerned about financial or social risk, brands should prioritize evidence-based quality communication. Messages related to durability, guarantees, safety, and long-term value may be more persuasive than aspirational branding alone.
The study also suggests that risk aversion can serve as a useful market segmentation variable for targeted advertising and personalized digital campaigns.
Beyond business strategy, the findings may also help policymakers and consumer protection agencies understand how education and trust-building campaigns can reduce the appeal of counterfeit products.
Author Profiles
Rina Rahmawati is a lecturer and researcher specializing in consumer behavior, branding strategy, and digital marketing. Her research focuses on purchasing behavior, brand authenticity, and value perception in modern retail markets.
Sherly Hesti Erawati specializes in marketing, consumer psychology, and decision-making in digital commerce environments, particularly within counterfeit and imitation product markets.
Source
Article title: Authenticity, Quality, and the Risk-Averse Consumer: How Perceived Value Drives Genuine Purchases in Counterfeit Markets
Journal: International Journal of Sustainable Applied Sciences (2026)
Authors: Rina Rahmawati and Sherly Hesti Erawati
Affiliation: STIE Malangkuçeçwara
DOI: https://doi.org/10.59890/ijsas.v4i5.430
URL: https://dmimultitechpublisher.my.id/index.php/ijsas
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