This study reveals a consumer profile under 35 years of age, easily influenced by their environment and with a feeling of arrogance and self-centeredness when making a purchase of a counterfeit product, regardless of the consequences of their action and equating the counterfeit product with those of a private brand or second brand.
Therefore, the team that has prepared the study concludes that the objective of future awareness and sensitization campaigns aimed at consumers should be to address the emotional aspect, appealing to the fear that the buyer experiences of being discovered and making physical risks visible, economic and social implications of counterfeiting.
