Turin university students' attitude and perception of counterfeit and piracy of goods: a preliminary study

Counterfeiting and piracy are probably as old as markets. Counterfeiting and piracy are no longer just about luxury clothes or bags. Almost all sorts of products are copied today: medicines, toys, components for cars and airplanes, electrical components and apparatus, hygienic products, CDs, DVDs, as well as foodstuffs and beverages. This paper aims at investigating university students’ attitudes and perceptions towards counterfeit and piracy goods. It also proposes to verify the capacity of students to recognize the original and the fake version of four very well known items: “Prosciutto di Parma”, “Ferrero Rocher”, “Hogan Interactive”, “Apple iPod”.