The Devil wears fake prada: Dual envy theory explains why consumers intend to purchase non-deceptive luxury counterfeits

Abstract

Applying the dual envy theory to understand why consumers deliberately intend to purchase non-deceptive luxury counterfeits, we posit that benign enviers intend to purchase such counterfeits when they cannot afford the original, whereas malicious enviers are driven to purchase such counterfeits by a desire to punish the unfair original brand.