Psychological factors on adolescents’ purchase of luxury brand counterfeits: a research in HaNoi, VietNam

Abstract

This study explores the psychological factors influencing adolescents’ purchase of counterfeit luxury goods in Hanoi, Vietnam, focusing on self-concept, self-esteem, and idealism within a collectivist cultural framework. Using a mixed-methods approach, it combines a review of global adolescent consumption trends with semi-structured interviews involving four high school students (16–18 years) and two young adults (20–24 years). The findings reveal age-related differences in motivations. Adolescents aged 16–18 are driven by peer pressure, social conformity, and beauty standards, underpinned by low self-esteem and interdependent self-concepts. For these individuals, counterfeit goods serve as tools for social acceptance and status signaling. Conversely, young adults prioritize affordability and practicality over image, reflecting a shift toward financial responsibility. Participants also exhibit limited awareness of intellectual property issues, often justifying counterfeit purchases through ethical relativism common in collectivist societies. The study emphasizes the need for educational campaigns on intellectual property and targeted marketing strategies addressing adolescents’ psychological needs, alongside stronger collaborations to curb counterfeit availability.