Análise da motivação do consumidor para bens falsificados: um estudo de caso na indústria da moda

Abstract

The objective of this research is to raise subsidies for a theoretical reflection, starting from the analysis of the problem of the naturalization and growth of the use of counterfeit and pirated objects, also known as replicas, with the intention of improving the understanding about the motivations for buying and using these products, in addition to the satisfaction of contemporary consumers. In order to achieve the project's objective, bibliographic research, field research, data collection with the application of a digital form, and use of the observation and comparison method in the research approach will be carried out, using the qualitative approach with users of fake fashion products. As a result of this project, it is expected that discussions will take place on the increase of this specific consumption, taking into account its more accessible prices, which provide greater ease of acquisition in the illegal market. Furthermore, it is expected to argue the assumption of social inclusion through clothing in the use of items that characterize identity and belonging to specific groups.