Dr. Jose Mendoza, DBASARAH BASHEER JAAD ALANAZI2022-06-012022-06-01https://drepo.sdl.edu.sa/handle/20.500.14154/56306over the past few years, there has been an increasing trend among consumers towards purchasing counterfeit products (OECD & EUIPO, 2019). There are various factors contributing to such purchase decisions such as the price factor, social factor or simply lack of consumer awareness (Basu et al., 2015). According to (OECD & EUIPO, 2019). counterfeit products comprise production and sale of products which are identical or similar to original products mostly by selling under expensive brand names (Vithlani, 1998). A report by the US Customs and Border Protection Office revealed in 2007 that 70% of the counterfeited products were-fashion goods like handbags, shoes, watches, perfumes, clothes, jewelry, hats and sunglasses. In 2018, consumers spent roughly $1.13 trillion annually on purchases of counterfeit products (Mooij, 2018). The sale of counterfeit goods made up as high as 3.3% of all international trade in the year 2016 (OECD & EUIPO, 2019). Figure below (Figure 1) shows the top traded counterfeit goods internationally which indicates footwear, clothing and leather goods as the topmost sought-after counterfeit products.The channel preferably being used for these sales is the Internet, which is seeing sharp increases in such sales, as opposed to the local shopping malls or retail outlets due to the ease of carrying out a successful transaction and the availability of a large customer base. this research has been based on three major research objectives which includes: A. Shedding light on the phenomenon of counterfeit product in the world, highlighting the most important types of counterfeit products, products that are exposed to counterfeiting, citing figures and pictures. B. Highlighting the importance of the consumer in the life of the organization, and the sum of the factors affecting the purchase decision, and thus clarifying the strategic position of the consumer. C. Uncover areas in which more research is needed in the area of consumer behavior towards counterfeit products. The method chosen for conducting research for the purpose of deciphering consumer behaviors towards counterfeit products is a literature review methodology. It is important to mention here that, “a literature review is an excellent way of synthesizing research findings to show evidence on a meta-level and to uncover areas in which more research is needed, which is a critical component of creating theoretical frameworks and building conceptual models. However, traditional ways of describing and portraying the literature often lack thoroughness and are not undertaken systematically” (Tranfield, 2003). It also allows evidence-based data collection and analysis which helps in providing a strong foundation for the proposed strategy and results. Further, it helps in backing recommendations with strong support based on these evidences. Therefore, the method of research for this research was selected after analysis of existing papers and studies which presented a lack of use of combination of methods to collect data regarding consumer behavior and attitudes towards purchasing counterfeit products and analysis of existing literature to find out about the role of technology in promoting the growth of counterfeit products. This paper will therefore seek to fulfill the existing gap in the study of the consumer behavior towards counterfeit products by studying existing literature and available studies by formulating the research question(s) and objective(s), searching the extant literature, screening for inclusion, assessing the quality of primary studies, extracting data, and analyzing data in order for us to provide an accurate summary of all available research to arrive at the most relevant and prominent consumer behaviors patterns and attitude towards purchasing counterfeit products. This will help in overcoming the previous issue of supporting previous sten