Content area
Abstract
This research explores the motivations underlying consumers’ preference for dupe products, alternatives to premium brands that replicate their style or functionality without infringing on intellectual property rights. This research presents two studies. In Study 1, using LIWC and manual coding, we examine the factors influencing dupe purchases and how consumers differentiate them from counterfeits. Findings reveal that consumers perceive dupes as offering greater value, lower risk, and practical benefits while carrying fewer ethical concerns than counterfeits. Building on these insights, Study 2 investigates the role of ethical nudges in shaping dupe purchases. Results demonstrate that while environmental impact messaging effectively reduces purchase likelihood, an appeal for making creative theft salient does not impact consumer’s likelihood to purchase dupes. Importantly, our findings show that the impact of environmental nudge on dupe purchases is mediated by perceived unethicality of purchasing dupes. This research contributes to consumer behavior literature by clarifying the distinct motivations driving dupe purchases and highlighting the impact of different types of ethical messaging nudges on purchase decisions. The findings provide strategic implications for marketers navigating the evolving dupe market and adapting to shifting consumer ethics.
