Feb 29, 2024 (Geneva, Switzerland) Why do consumers purchase counterfeit goods? Is affordability the primary reason? What is the global perception of consumers towards counterfeits? Are there any differences among countries? This session aims to shed light on the motivations behind consumers’ decisions to buy counterfeit goods by analyzing the findings of the 2023 Global Anti-Counterfeiting Consumer Survey, undertaken by the Center for Anti-Counterfeiting and Product Protection (A-CAPP). Understanding consumer perceptions is key when designing campaigns to alter behavior.