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Vol 41 No 2 (2026): May

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Submitted
Jul 14, 2025
Accepted
Dec 19, 2025
Published
May 26, 2026
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Counterfeit Craze: Why Gen Z is Buying Fake Products?

https://doi.org/10.22146/jieb.v41i2.23071
Viet Quoc Cao
School of Management, College of Business, University of Economics Ho Chi Minh City, Ho Chi Minh City, Vietnam
Nhung Trinh
nhung.trinh@griffithuni.edu.au
Faculty of International Economics, Ho Chi Minh University of Banking, Ho Chi Minh City, Vietnam and Department of Tourism and Marketing, Griffith Business School, Griffith University, Nathan Campus, QLD 4111, Australia
Mai Nguyen
Department of Tourism and Marketing, Griffith Business School, Griffith University, Nathan Campus, QLD 4111, Australia and School of Languages and Tourism, Hanoi University of Industry, Hanoi, Vietnam

Corresponding Author(s) : Nhung Trinh

nhung.trinh@griffithuni.edu.au

Journal of Indonesian Economy and Business, Vol 41 No 2 (2026): May

Abstract

‘Authentic’ and ‘fake’ are two adjectives that both luxury brands and policymakers need to pay attention to every day, especially in the age of technology, where purchasing and producing goods become increasingly convenient, leading to more complex problems. Therefore, this research aims to empirically investigate factors driving purchase intention of counterfeit luxury goods among Gen Z, who are redefining the market trends. Data was collected via survey questionnaires from 250 Gen Z consumers in Vietnam, an emerging market with contextual similarities to Indonesia. PLS-SEM was applied to examine the predictive research model, following a two-step approach to validate measurement models and assess the hypothesized structural model. Results indicated that value consciousness, integrity, and information susceptibility significantly influence attitudes towards luxury counterfeits, whereas ethical consciousness and materialism are not significant predictors. Furthermore, value consciousness and attitudes towards luxury counterfeits significantly impact purchase intention, with the mediating role of attitudes also being emphasized. These findings offer insights for emerging Southeast Asian markets including Indonesia, where the growing Gen Z demographic and rising counterfeit activities pose similar challenges. The study recommends that marketers of authentic brands and government entities develop regional strategies to raise consumer awareness, encourage boycotts of counterfeit products, and empower luxury brands to reinforce their value propositions against counterfeits.

Keywords

luxury counterfeit goods purchase intention consumer attitudes Gen Z Southeast Asia
Cao, V. Q., Trinh, N., & Nguyen, M. (2026). Counterfeit Craze: Why Gen Z is Buying Fake Products?. ournal of ndonesian conomy and usiness, 41(2), 352 -. https://doi.org/10.22146/jieb.v41i2.23071
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Author Biographies

Viet Quoc Cao, School of Management, College of Business, University of Economics Ho Chi Minh City, Ho Chi Minh City, Vietnam

Viet Quoc Cao is a lecturer and researcher in business and management at the University of Economics Ho Chi Minh City (UEH), Vietnam. He earned his Bachelor’s degree in Foreign Trade from UEH and obtained his MBA from the International School of Business (ISB), UEH. He completed his Ph.D. in Business and Management at UEH in 2019. His research interests lie in the areas of entrepreneurship, consumer behavior, and organizational behavior. He has published articles in several reputable international journals, including Australasian Marketing Journal, Asia Pacific Business Review, Health Marketing Quarterly, Cogent Psychology, Gadjah Mada International Journal of Business, and South Asian Journal of Business and Management Cases.

Nhung Trinh, Faculty of International Economics, Ho Chi Minh University of Banking, Ho Chi Minh City, Vietnam and Department of Tourism and Marketing, Griffith Business School, Griffith University, Nathan Campus, QLD 4111, Australia

Nhung Trinh is a Lecturer in the Faculty of International Economics at Ho Chi Minh University of Banking, Vietnam. She is also currently a PhD candidate in the Department of Tourism and Marketing at Griffith University, Australia. Her research focuses on decision-making behavior and management. She has had journal articles published in Journal of Enterprise Information Management, Australasian Marketing Journal, Health Marketing Quarterly, among others.

Mai Nguyen, Department of Tourism and Marketing, Griffith Business School, Griffith University, Nathan Campus, QLD 4111, Australia and School of Languages and Tourism, Hanoi University of Industry, Hanoi, Vietnam

Mai Nguyen is a Senior Lecturer in Marketing at Griffith University and Co-Director of the Biosensor Lab. She also holds an honorary research fellow at The University of Queensland - Australia and Hanoi University of Industry - Vietnam. Currently, she is the Associate Editor of Knowledge Management Research and Practice Journal and Journal of Internet Commerce, Editorial Review Board Member of European Journal of Marketing. Her research program focuses on leveraging technology to drive behavior changes for individual well-being, social impact, and environmental sustainability. She has got more than 90 publications including the journal articles in Industrial Marketing Management, Journal of Business Research, British Journal of Management, among others.

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