Date of Graduation

5-2026

Document Type

Thesis

Degree Name

Bachelor of Science in Agricultural, Food and Life Sciences

Degree Level

Undergraduate

Department

Apparel Merchandising and Product Development

Advisor/Mentor

Sarah Hixson

Committee Member

Lance Cheramie

Second Committee Member

Laurie Apple

Abstract

Counterfeit sneakers and clothing continue to grow at an unprecedented rate, creating a global market valued between $400 and $800 billion and posing significant challenges for both consumers and fashion brands (Cardona, 2024). This study investigates the motivations behind counterfeit purchases, the economic and social factors that sustain counterfeit culture, and the effectiveness of current authentication resources. Using qualitative content analysis of discussions across 4 selected Reddit communities, the research identifies five dominant themes influencing counterfeit consumption: financial constraints, social display, authenticity and identity, ethical rationalization, and functional use. Findings reveal that consumers frequently turn to counterfeit goods due to artificial scarcity, inflated resale markets, and the desire for status, while many also express frustrations with brand exclusivity and accessibility. These insights highlight a need for improved consumer education, greater transparency within brand supply chains, and more equitable access models. The study provides knowledge, awareness, and practical recommendations for both consumers and major fashion companies, helping them navigate and respond effectively to the rising counterfeiting crisis while promoting authenticity, trust, and more sustainable industry practices.

Keywords

Counterfeit; Sneakers; Motivations; Communities; Replica; Authentication

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