How do moral judgment and saving face interact with positive word–of–mouth regarding counterfeit luxury consumption?

This study empirically investigates the combined effects of social factors such as word-of-mouth (WOM) and individual psychological moral judgment saving face on consumers’ purchases counterfeit luxury goods. Using a snowball sampling method, we gathered data from 257 Chinese consumers who had purchased counterfeits tested our hypotheses using hierarchical multiple regression model. We found that positive WOM increased purchases. Interestingly, was to mitigate impact contributes existing body knowledge consumer behavior regarding by introducing innovative insights proposing new moderating predictions related face. Additionally, findings have practical implications for global companies, enabling them devise effective marketing communication strategies dissuade buying counterfeits. In particular, emphasizes importance considering cultural standpoint discourage