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Exploring generational differences in the purchase of authentic vs. counterfeit luxury goods

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Resumo:This research explores the consumer behaviors and motivations of Millennials and Generation Z towards genuine and counterfeit luxury goods through an exploratory qualitative approach, with in-depth interviews of a population of 32 individuals evenly split between the two groups. The findings reveal several differences and offers practical insights for luxury brands, recommending tailored strategies to fight counterfeiting. Furthermore, given the limited existing literature on this topic, this paper offers valuable insights by comparing the behaviors of the two generational groups.
Autores principais:Casalese, Andrea
Assunto:Generational differences Luxury goods Authenticity Counterfeit Consumer behavior Decision-making process Luxury consumption Gen Z Millennials
Ano:2025
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso aberto
Instituição associada:Universidade Nova de Lisboa
Idioma:inglês
Origem:Repositório Institucional da UNL

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