Abstract

Morocco, known for its rich cultural diversity, is witnessing a significant shift in consumer behavior, especially among its youth, who are demonstrating an increased interest in counterfeit luxury goods. This phenomenon, driven by a growing income gap and heightened digital accessibility, has attracted considerable academic attention. The present research delves into the concept of popular innovation and analyses the consumption dynamics of young adults in Morocco's souks, with a particular emphasis on the prevalence of boutiques selling counterfeit goods. Despite being fully aware of the products' inauthenticity, young consumers appear to be influenced by broader cultural and social forces. They strive to stay current with trends and establish their uniqueness through their consumption choices. To investigate attitudes towards brand authenticity and perceived value, as well as their interaction with digital technologies, a survey was conducted among a selected sample. This study aims to explore the consumption of counterfeit luxury goods among Moroccan university students, delving specifically into their attitudes toward brand authenticity and perceived value. A cross-sectional study design was adopted for the study. A structured questionnaire was used to collect data from the participants.  The questionnaire consisted of two main parts, viz section A and section B. The first section consisted of sociodemographic characteristic questions such as gender, age, income, educational level, place of residence, and occupation. The remaining section encompassed questions and solicited responses concerning behaviors and knowledge of counterfeiting. Overall, there were 22 items in the questionnaire (6 items for section A and 16 items for section B). The data obtained from the study participants were cleaned and coded in Microsoft Excel running on Windows 13. The coded data were further imported into Statistical Package for Social Sciences (SPSS) version 2023 for statistical analysis. In conclusion, this research deepens our understanding of the evolving consumer landscape in Morocco, highlighting the appeal of counterfeit luxury goods among young adults. The study emphasizes the necessity of considering socio-cultural factors and digital influences when devising effective marketing strategies for this unique consumer segment.

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