Perceived counterfeit risk and consumer’s information-seeking behavior in Cameroon’s wine market

Abstract

This research analyses perceptions of the risks associated with counterfeiting in the wine sector in Cameroon. Most of the research on product has looked at expensive items like luxury goods in wealthy countries. People have not paid much attention to counterfeit food product in countries that are still growing; characterized by weak institutional regulation and high information Asymmetry. In this context, the authenticity of products has become threatened and uncertain. This situation, further exacerbated by the advance of globalization, influences consumers’ wine-purchasing behavior. The strategic challenge for brands and distributors lies in understanding the psychological mechanisms that influence consumer purchasing behavior in such a context. Based on semi-structured interviews conducted with a diverse sample of 20 consumers, it emerges that perceived risk is multidimensional and is dominated by health and social dimensions. The study also highlights the central role of extrinsic cues such as price, place of purchase, packaging and the search for information in risk-reduction strategies. These findings enrich the literature on perceived risk in emerging contexts and offer managerial implications regarding traceability and communication.