Abstract
This study aims to investigate the complex attitudes of consumers toward purchasing counterfeit luxury products. It proposes a conceptual model that examines the influence of social factors such as social belonging, social status insecurity, and value consciousness. In addition, the model explores the moderating social status insecurity and value consciousness effects on the relationships between the social of belonging and between social status insecurity and attitudes toward purchasing counterfeit luxury products, respectively. This study seeks to establish research on social factors behind purchasing counterfeit luxury products. The survey questionnaire was distributed conveniently among the residents of Almaty via Google Forms because it is practical considering the time and money constraints. The study sample consisted of 157 useable data, and a 6-point Likert scale was used to improve the depth of analysis by reducing neutral responses. Despite its limitations, this methodology comprehensively explains attitudes toward counterfeit luxury in Almaty. Descriptive statistics and hierarchical multiple regression analysis are conducted in SPSS version 24, while AMOS is used for validity measures. The study found that negative social belonging and the importance of quality are the primary motivators for purchasing counterfeit luxury products. Social status insecurity influences the relationship between positive social belonging and attitudes towards counterfeit luxury products, while value consciousness affects the effect of social status insecurity on attitudes. The study also acknowledges the limitations and implications of the results. Several primary limitations have been identified in this research. First, the sample size was small, with only 157 participants surveyed. A more extensive sample could uncover deeper insights. Second, the survey was created in English and then translated into Russian to present to respondents. The complexity of this process entails potential subtle differences lost or distorted in translation, affecting the authenticity of the responses. Finally, the scope of the study is also limited to the city of Almaty. A national perspective could be quite different. Perhaps conducting similar studies in several cities could help to create a more complete picture of how attitudes towards counterfeit luxury products manifest in Kazakhstan. Counterfeit luxury products can be risky for consumers who value high-quality goods. Genuine products that meet the highest quality standards ensure consumers get their money's worth and enjoy the product's benefits. Marketers should highlight the unique features of their authentic products to aid consumers in making informed purchasing decisions. Little research exists on the relationship between counterfeit luxury goods and social belonging, particularly in Kazakhstan, where brand product information is limited.