Issra Mehdi’s dissertation explores why consumers favor dupes over counterfeits and whether ethical nudges can influence these decisions. Across two studies with U.S. women, dupes were consistently preferred in both handbags and perfumes, with consumers emphasizing affordability, safety, and practicality. Counterfeits, in contrast, were often avoided due to concerns about authenticity and ethics. In a follow up experiment, the environmental nudge significantly reduced purchase likelihood, and this effect was mediated by an increase in perceived unethicality of buying dupes. These results demonstrate that sustainability messaging is the most effective way to lower demand for dupes.
The Dupe Effect: Exploring Consumer Motivations Behind Dupe Purchases
