Report: Men Twice as Likely as Women to Buy Counterfeits

Overall, 35% reported that they had knowingly purchased counterfeits. This is double the percentage of females (17%) in the previous survey (Shepherd et al., 2021). 60% of the male knowing buyers are in the 16-33 age group.

These younger males are twice as likely (53%) to knowingly make illicit purchases than those aged over 34 (23%). Credit: The impact of complicit social media influencers on males’ consumption of counterfeit goods in the UK.

The research suggests that male consumers are over twice as likely to be influenced by social media endorsements compared to their female counterparts. Specifically, 24% of UK males aged between 16 to 60 have been swayed by influencer-endorsed counterfeits. The allure of counterfeit products for men is multifaceted.

Factors such as social motivation, personal gratification, perception, value, brand loyalty, and ethics play a role in the decision-making process. Additionally, the desire to enhance self-image and the excitement of finding a bargain—referred to as the “thrill of the hunt”—are significant motivators…