The rise of products, in markets has become a major challenge for consumers impacting their decision- making process and raising ethical and economic concerns. This study examines a range of research to understand the factors that influence consumers attitudes, perceptions, and intentions when it comes to purchasing counterfeit items. By analyzing economic aspects this review sheds light on why individuals choose to engage with counterfeit goods. Furthermore, it explores the consequences of consuming products for both individuals and society as a whole. These findings contribute to determining how shoppers act in relation to products providing valuable insights for businesses, policymakers, and researchers in developing effective strategies to reduce the want, for counterfeit goods.

KEYWORDS: Counterfeit Goods, Consumer Attitude, Awareness, Subjective Norms.