Envy fuels luxury consumption—both real and fake. Through three studies, we show that benign envy motivates online shoppers to purchase authentic luxury products, whereas malicious envy encourages counterfeiting. By triggering envy through its antecedents of deservingness and pride, we show that benign (malicious) envy motivates a general tendency towards moral (immoral) behavior, which has distinct downstream effects on consumer attitude towards luxury. Benign envy increases belief in the moral virtue of hard work, thereby inspiring consumers to aspire and strive for original luxury products. Whereas malicious envy triggers moral disengagement—dissolving the moral dilemma associated with counterfeiting. Malicious envy also makes consumers appraise luxury corporations as immoral—fueling the desire to punish the brand through counterfeiting. The effects hold for both brand‐generated envy and incidental envy. The findings have important implications for luxury branding to help control consumer demand for counterfeits.

中文翻译：

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双重嫉妒影响网购者购买假冒奢侈品的意愿

嫉妒助长了奢侈品消费——无论是真的还是假的。通过三项研究，我们表明良性嫉妒会激励在线购物者购买正品奢侈品，而恶意嫉妒会鼓励假冒产品。通过通过应得和自豪的前因触发嫉妒，我们表明良性（恶意）嫉妒会激发道德（不道德）行为的普遍倾向，这对消费者对奢侈品的态度具有明显的下游影响。良性的嫉妒会增加人们对努力工作的道德美德的信念，从而激励消费者渴望并争取原创的奢侈品。而恶意嫉妒会引发道德脱离——解决与假冒相关的道德困境。恶意嫉妒还让消费者认为奢侈品公司不道德，从而助长了通过假冒产品惩罚品牌的欲望。这种效应对于品牌产生的嫉妒和偶然的嫉妒都适用。这些发现对于奢侈品牌帮助控制消费者对假货的需求具有重要意义。