Global Anti-Counterfeiting Consumer Survey

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Trademark counterfeiting (hereinafter “counterfeiting”) is a prevalent global risk. A survey of over 13,000 consumers from 17 countries, conducted in seven languages, examined the prevalence of counterfeit purchase behaviors and what predicts past purchase and future purchase intentions. Our approach was informed by three theoretical lenses to explain counterfeit purchase: motivations, theory of planned behavior, and protection motivation theory, to answer the following questions:

  • how prevalent is counterfeit purchase behavior?
  • what are the common perceptions of counterfeit purchase?
  • why do global consumers buy counterfeits?
  • who are the counterfeit consumers?
  • how do the countries compare?

The findings are framed within the context of global and country-specific actionable insights geared toward helping the brand protection community and related stakeholders better educate consumers about the dangers and risks of purchasing counterfeit products around the world.

The full report is 255 pages and cost $500, with an exception to government and academia, where there is no cost. Please email Sara Heeg at to learn how to purchase at no cost. 

Once purchased, you will be able to download the report and have 5 days before the download is disabled. If you have trouble accessing the PDF, please contact the ACAPP Center’s Business Manager, Sara Heeg, at The purchase is non-refundable.

This report is not intended to be marketing advice for your organization. For assistance with an individualized marketing strategies incorporating anti-counterfeiting messaging and the survey findings with your audience, please contact the A-CAPP Center.

This research was conducted independently by the Michigan State University Center for Anti-Counterfeiting and Product Protection (A-CAPP) in part using research gift funding from Underwriters Laboratories Standards & Engagement.

The research team and authors are A-CAPP affiliated facutly and doctoral students from the Department of Advertising and Public Relations in the College of Communication Arts and Science at Michigan State University and are: Saleem Alhabash, professor; Anastasia Kononova, associate professor; Patricia Huddleston, professor; Heijin Lee, doctoral student; and Moldir Moldagaliyeva, doctoral student.

To cite this report: Alhabash, S., Kononova, A., Huddleston, P. Moldagaliyeva, M., & Lee, H. (2023). Global Anti-Counterfeiting Consumer Survey 2022: A 17 Country Study. East Lansing, MI: Center for Anti-Counterfeiting and Product Protection, Michigan State University.

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