voprecotestВопросы экономикиVoprosy Ekonomiki0042-8736Voprosy Ekonomiki, NP10.32609/0042-8736-2024-11-18-34voprecotest-5048Research ArticleМИКРОЭКОНОМИКАMICROECONOMICSКто и почему покупает поддельные товары в РоссииWho buys fakes in Russia and why?https://orcid.org/0000-0002-1013-3670КотельниковаЗ. В.KotelnikovaZ. V.

Котельникова Зоя Владиславовна, к. социол. н., с. н. с., замзавлабораторией экономико-социологических исследований факультета социальных наук

Москва

kotelnikova@hse.ruНациональный исследовательский университет "Высшая школа экономики"РоссияHSE UniversityRussian Federation2024051120240111834Copyright © Voprosy Ekonomiki, NP, 20242024Voprosy Ekonomiki, NPVoprosy Ekonomiki, NPhttps://www.vopreco.ru/jour/about/submissions#copyrightNoticehttps://www.vopreco.ru/jour/article/view/5048

Уход международных брендов с российского рынка стал беспрецедентным событием, последствия которого требуют тщательного осмысления, особенно в контексте поведения потребителей в отношении неоригинальных товаров. Проанализированы динамика покупок подделок в России в 2021—2023 гг. и социально-экономические факторы, объясняющие покупку подделок, учитывая, что последние отличаются от стандартных экономических благ с высокой символической ценностью. Использованы количественные данные, репрезентирующие интернет-аудиторию России в возрасте от 18 лет. Были проведены три волны онлайн-опроса: в 2021 г. (N = 4978 человек), 2022 г. (N = 6000) и 2023 г. (N = 6000 человек). Согласно полученным результатам, около половины респондентов с той или иной степенью уверенности утверждают, что приобретали подделки за последний год. Россияне приобретают неоригинальные товары преимущественно непреднамеренно, хотя в последние два года опроса наблюдаются структурные сдвиги в сторону намеренного потребления. С помощью мультиномиальной регрессии определены факторы покупок подделок: доступность последних в интернете и финансовые ограничения способствуют расширению аудитории потребителей неоригинальных товаров, а ориентация на высокое качество при выборе товаров сокращает число покупателей подделок. Роль известных брендов в потреблении контрафактной продукции остается амбивалентной

The recent departure of international brands from the Russian markets is unprecedentedly; its consequences require thoroughly study, especially in the context of consumer behavior towards non-original goods. This paper analyzes the dynamics of counterfeit purchases in Russia in 2021—2023 and socio-economic factors that explain the purchase of fakes, given that the latter differ from standard economic goods with high symbolic value. Quantitative data representing the Russian Internet audience aged 18 years and older is used. Three waves of the online survey were conducted: in 2021 (N = 4978 people), 2022 (N = 6000 people) and 2023 (N = 6000 people). According to the results, the purchase of counterfeits is a widespread phenomenon in Russia. Russians purchase non-original goods mostly unintentionally, although in the last two years of the survey there have been structural shifts towards their knowingly buying. With the help of multinomial regression, factors for purchasing counterfeits were revealed. The availability of counterfeits on the Internet and the financial limitations of Russian households contribute to expanding the audience of consumers of non-original goods, whereas a focus on high quality when choosing goods reduces the number of buyers of counterfeits. The role of well-known brands in the consumption of counterfeit products remains ambivalent

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The authors declare that there are no conflicts of interest present.