The role of information in consumers’ behavior: A survey on the counterfeit food products

Author/s Maria Rosita Cagnina, Marta Cosmina, Gianluigi Gallenti, Francesco Marangon, Federico Nassivera, Stefania Troiano
Publishing Year 2018 Issue 2018/2 Language English
Pages 11 P. 221-231 File size 116 KB
DOI 10.3280/ECAG2018-002007
DOI is like a bar code for intellectual property: to have more infomation click here

Below, you can see the article first page

If you want to buy this article in PDF format, you can do it, following the instructions to buy download credits

Article preview

FrancoAngeli is member of Publishers International Linking Association, Inc (PILA), a not-for-profit association which run the CrossRef service enabling links to and from online scholarly content.

The presence of counterfeit food appears to be rising and has not been opposed by close cooperation between producers, governments, or consumers organizations concerned with trade, health, and counterfeiting. The aim of this study is to identify and classify the relationships between the purchase of counterfeit food and the consumers’ characteristics in order to provide public and private decision makers a support in deciding strategies to counteract this problem. To reach this objective a survey was carried out in Italy during 2014-2016 with a sample of 405 consumers. A multiple correspondence analysis has been carried out. The preliminary findings point out the presence of different groups of consumers illustrating heterogeneous behaviors toward counterfeit food. In addition, the results point out that the purchase of counterfeit food seems to be linked to lower income and a lack of information. Due to negative public effects of this phenomenon, it seems to be necessary to prevent dishonest trading and counterfeit food productions encouraging cooperative approaches to provide consumers with sufficient information to improve their awareness.

Keywords: Counterfeit food, consumer behavior, cooperation, information.

Jel codes: Q18, Q13, D12

  1. Arora, S., Panghal, A., & Sindhu, S. (2016). Counterfeit Processed Food Products: Retailers’ Perspective. Productivity, 57(1), 93.
  2. Benzecri, J.P. (1992). Correspondence analysis handbook. Marcel Dekker. Bloch, P.H., Bush, R.F., & Campbell, L. (1993). Consumer “accomplices” in product counterfeiting: a demand side investigation. Journal of Consumer Marketing, 10(4), 27-36. DOI: 10.1108/07363769310047374
  3. Chapa, S., Minor, M.S., & Maldonado, C. (2006). Product category and origin effects on consumer responses to counterfeits: comparing Mexico and the US. Journal of International Consumer Marketing, 18(4), 79-99.
  4. Charlebois, S., Schwab, A., Henn, R., & Huck, C.W. (2016). Food fraud: An exploratory study for measuring consumer perception towards mislabeled food products and influence on self-authentication intentions. Trends in Food Science & Technology, 50, 211-218.
  5. Cordell, V.V., Wongtada, N., & Kieschnick, R.L. (1996). Counterfeit purchase intentions: role of lawfulness attitudes and product traits as determinants. Journal of Business Research, 35(1), 41-53. DOI: 10.1016/0148-2963(95)00009-7
  6. Dabija, D.-C., Dinu, V., Tăchiciu, L., Pop, C.-M. (2014). Romanian consumers’ behaviour towards counterfeit products. Transformations in Business & Economics, 13(2), 32, 124-143.
  7. De Leeuw, J. (1984), Canonical Analysis of Categorical Data. Leiden: dswo Press.
  8. De Matos, C.A., Trindade Ituassu, C., & Vargas Rossi, C.A. (2007). Consumer attitudes toward counterfeits: a review and extension. Journal of Consumer Marketing, 24(1), 36-47. DOI: 10.1108/07363760710720975
  9. Di Franco, G. (2013). Corrispondenze multiple e altre tecniche multivariate per variabili categoriali, vol. 15. Milan: FrancoAngeli.
  10. European Union (2011). Internal Market: Awareness, Perceptions and Impacts, Special Eurobarometer 363.
  11. Europol, & EUIPO (2017). 2017 Situation Report on Counterfeiting and Piracy in the European Union, June 2017. -- Retrieved from
  12. Greenacre, M.J. (1984). Theory and Applications of Correspondence Analysis. London: Academic Press.
  13. Greenacre, M., & Blasius, J. (Eds.). (2006). Multiple correspondence analysis and related methods. Boca Raton: crc press.
  14. Grossman, G.M., & Shapiro, C. (1988). Foreign counterfeiting of status goods. The Quarterly Journal of Economics, 103(1), 79-100.
  15. Hanzaee, K.H., & Taghipourian, M.J. (2012). Attitudes toward Counterfeit Products and Generation Differentia. Research Journal of Applied Sciences, 4, 1147-1154.
  16. Hoon Ang, S., Sim Cheng, P., Lim, E.A., & Kuan Tambyah, S. (2001). Spot the difference: consumer responses towards counterfeits. Journal of Consumer Marketing, 18(3), 219-235. DOI: 10.1108/07363760110392967
  17. Istat (2011). Data warehouse. --
  18. Jiang, L., & Cova, V. (2012). Love for luxury, preference for counterfeits – A qualitative study in counterfeit luxury consumption in China. International Journal of Marketing Studies, 4(6), 1.
  19. Kendall, H., Naughton, P., Kuznesof, S., Raley, M., Dean, M., Clark, B., & Brereton, P. (2018). Food fraud and the perceived integrity of European food imports into China. PloS one, 13(5), e0195817.
  20. Lecat, B., Brouard, J., & Chapuis, C. (2017). Fraud and counterfeit wines in France: an overview and perspectives. British Food Journal, 119(1), 84-104. DOI: 10.1108/BFJ-09-2016-0398
  21. Maltese, F., Giachino, C., & Bonadonna, A. (2016). The Safeguarding of Italian Eno-Gastronomic Tradition and Culture around the World: A Strategic Tool to enhance the Restaurant Services. Calitatea, 17(154), 91-96.
  22. Nia, A., & Lynne Zaichkowsky, J. (2000). Do counterfeits devalue the ownership of luxury brands? Journal of Product & Brand Management, 9(7), 485-497. DOI: 10.1108/10610420010351402
  23. Spink, J., & Moyer, D.C. (2011). Defining the public health threat of food fraud. Journal of Food Science, 76(9), 157-163.
  24. Uibm (2014). Rapporto Iperico. La lotta alla contraffazione in Italia nel settore agroalimentare 2009-2012. Rome: Ministero dello sviluppo economico.
  25. Wang, Y., Stoner, J., & John, D. (2014). You’re not fooling anyone: How social feedback affects moral disengagement and the purchase of counterfeit luxury products. NA-Advances in Consumer Research, 42(1), 205-209.
  26. Wee, C.H., Ta, S.J., & Cheok, K.H. (1995). Non-price determinants of intention to purchase counterfeit goods: An exploratory study. International Marketing Review, 12(6), 19-46. DOI: 10.1108/02651339510102949

  • New Metropolitan Perspectives Alessandro Scuderi, Roberta Selvaggi, Luisa Sturiale, Giovanni La Via, Giuseppe Timpanaro, pp.1384 (ISBN:978-3-031-06824-9)
  • Information and Communication Technologies for Agriculture—Theme IV: Actions Alessandro Scuderi, Giuseppe Timpanaro, Luisa Sturiale, Giovanni La Via, Biagio Pecorino, pp.155 (ISBN:978-3-030-84155-3)
  • Eliciting Consumers’ Health Consciousness and Price-Related Determinants for Polyphenol‐Enriched Olive Oil Raffaele Zanchini, Giuseppe Di Vita, Daniela Spina, Anna Irene De Luca, Mario D’Amico, in NJAS: Impact in Agricultural and Life Sciences /2022 pp.47
    DOI: 10.1080/27685241.2022.2108733

Maria Rosita Cagnina, Marta Cosmina, Gianluigi Gallenti, Francesco Marangon, Federico Nassivera, Stefania Troiano, The role of information in consumers’ behavior: A survey on the counterfeit food products in "ECONOMIA AGRO-ALIMENTARE" 2/2018, pp 221-231, DOI: 10.3280/ECAG2018-002007