Perception study: A role for the consumer in the prevention of counterfeit goods

Counterfeit consumer goods pose an enormous and growing threat to brand owners and consumers alike. And oftentimes, consumers are unwitting participants in the vast illegal marketplace of counterfeit goods (estimated to be worth US$ 2-4 trillion worldwide), their purchase choices and responses to counterfeit products nevertheless fuel this criminal enterprise. Yet, consumers could have a vital role in the fight against counterfeits, as they do when it comes to banknotes.

This study explores how effective use of security labels equipped with overt features that enable consumers to easily and confidently authenticate a product. Not only could security labels with overt features increase awareness and perceived value of authenticity for consumers, but they could also directly deter counterfeiters.