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Subjective Morality, Moral Dissonance and Temporal Coping in Counterfeit Luxury Consumption

By Sudatip Piyavee (Sasin Ph.D. candidate)

On Friday November 27, 2020 at 12:00 PM – 1:30 PM Abstract: The research examines the subjective meaning and interpretation of morality in the context of counterfeit luxury consumption that the counterfeit luxury consumers gives to the counterfeit luxury products leading the counterfeit luxury consumers to experience their consumptions differently, to encounter the moral dissonance at different times, and to cope with the problems with different strategies over the course of the counterfeit consumption journey (i.e. pre-purchase, purchase, consumption and post-consumption). The research adopted phenomenological interviews among 31 informants, netnography and autoethnography. Findings suggest that subjective morality from the perspectives of counterfeit luxury consumers constructs what are rights and wrongs for the counterfeit luxury consumers leading to these consumers experiencing their consumption differently, feeling negative feelings from moral dissonance at different times, and coping with such feelings using different temporal coping strategies throughout their counterfeit luxury consumption journeys.