In recent years, counterfeiting has grown exponentially and has now become a grave economic problem. The acquisition of counterfeits poses an ethical dilemma as it benefits the buyer and illegal seller at the cost of the legitimate producer and with fewer taxes being paid throughout the supply chain. Previous research reveals inconsistent and sometimes inconclusive findings regarding whether materialism is associated, positively or negatively, with intentions to purchase counterfeits. The current research seeks to resolve these inconsistencies by investigating previously ignored (...) interactions between three variables: risk of embarrassment, counterfeit detectability and product conspicuousness. First, risk of embarrassment mediates the relationship between materialism and counterfeit purchase intentions. Specifically, materialism negatively predicts counterfeit purchase intentions as mediated by risk of embarrassment. Second, this relationship only holds when the counterfeit can be easily detected. When it is not easily detected, materialism instead leads to positive purchase intentions. Third, these positive effects can be offset when the product is not highly visible. This research has important implications for marketers, manufacturers and academics and contributes to better understanding the antecedents of counterfeit purchases. (shrink)

Prior research indicated that resistance to consumption contributes to the achievement of sustainable development goals and is associated with higher well-being. We investigate conditions under which materialists intend to resist consumption. We find that by enhancing self-control and long-term orientation, the intention to resist consumption and the frugality scores of high- and low-materialism individuals increase. These increases are stronger for those who believe that possessions are a source of happiness, but not for those who believe that possessions signal success or (...) for those who believe that acquiring possessions is a central goal in their daily lives. The findings suggest that individuals who believe that possessions are a source of happiness and who are led to feel more self-controlled and long-term oriented become inclined to resist consumption in the short-term to achieve materialistic aspirations in the long-term. Similar findings were not obtained for the other dimensions of materialism because these dimensions do not motivate one to save in the short-term. Overall, these studies demonstrate that the happiness dimension of materialism may also motivate resistance to consumption. Such findings have implications for sustainability, for public policy makers, and for business ethics. (shrink)