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The research paper investigates consumer intentions of purchasing authentic luxury brands versus counterfeit products in South Africa. The total sample in this study was 138 which consisted of both male and female participants. The sample consisted of individuals who lived in the Gauteng province and worked in various private-sector segments. The online survey measured different psychological factors that would influence consumer purchase intentions for either authentic luxury brands or counterfeits. The data collected from the survey was analysed using STATA version 14 software. The results show evidence that past behaviour, economic and hedonic factors will play a role in consumer intentions to purchase authentic luxury branded products versus counterfeits in South Africa.