The purchase intentions of consumers towards counterfeit fruit: A proposed framework

The expansion of the fresh fruit trade has exacerbated the prevalence of counterfeit fruits, posing risks to consumers and causing economic and reputational damage to the supply chain. Research on counterfeit fruits appears yet to emerge but given the increase of counterfeit fruit an in-depth investigation is timely. This paper employs a systematic literature review, combined with bibliometric analysis and VOSviewer co-occurrence analysis, to examine the emergence and research trends of counterfeit products. The results suggest that consumer-centred research has become a key approach to exploring the emergence of counterfeit products. Studies of consumer attitudes and purchase intentions towards counterfeit products suggest potential factors that influence consumer decisions regarding counterfeit fruits. The factors include demographic, socio-cultural, psychological, purchase purpose, food safety, and perceived value. The findings are used to establish a framework for future studies on counterfeit fruits and to propose an agenda for further research in this field.