Counterfeit products are a major problem in the contemporary fashion industry,costing to $4.2 trillion on the global economy with about $70 million being related tofake handbag products and affecting companies, consumers and public institutions.For example, counterfeit products impact on the brand image of well-knowncompanies, thus reducing their sales through decreasing demand. This is becausethe presence of the fake product in huge amounts and affordable prices affects theexclusivity of the product, which in many luxury brands is regarded as a competitiveadvantage to luxury brands. In the market of designer handbags, the consumerbuying behavior towards counterfeit products is influenced by diverse social andpersonality factors such as social influence, value or brand consciousness, risksinvolved and materialistic attitude. In the present research, a deductive researchapproach was used to investigate the consumer buying behavior towards thepurchase of counterfeit fashion products with particular focus on the contemporaryhandbag market. The findings revealed that the consumer buying behavior towardsthe purchase of counterfeit products is usually affected and influenced by a numberof social and personality factors some of which include social influence, value orbrand consciousness, risks involved and materialistic attitude. On the other hand, thefindings also showed that some of the factors that may discourage consumers frombuying counterfeit products include high status consumption, personal ethics andself-integrity as well as a high sense of self-gratification. Finally, the theory ofReasoned Action suggests that there is a positive relation between consumer attitudeby arguing that an individual’s attitudes towards undertaking particular tasks canreliably predict the intention of the particular behavior.