The Dupe Economy and Indian Gen-Z Consumers: Implications for Luxury Brand Equity, Sustainability Consciousness, and Status Signaling

Registration ID: IJNRD_323090

Published ID: IJNRD2604616

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SAKSHAM - GUPTA, Sagnik Sinha, Sagar Patel, Yashkiran Kaur

Gen-Z | Dupe Economy | Luxury Brands | Brand Equity | Status Signalling | Sustainable Luxury | India | Consumer Behaviour | Fast Fashion

The global luxury fashion industry has long operated on the twin pillars of exclusivity and aspirational value. However, a rapidly expanding phenomenon — the dupe economy — is fundamentally challenging the assumptions on which this industry is built. Dupes are products that closely replicate the aesthetics of luxury goods and are sold at a fraction of the price, with full consumer awareness of their non-authentic nature. Nowhere is this trend more pronounced or more consequential than among Generation Z consumers in India. This research paper presents an updated and expanded investigation into the behavioral, psychological, economic, and sustainability-related dimensions of dupe-seeking behaviour among Indian Gen-Z consumers (aged 18–28), and examines how this behaviour reshapes luxury brand equity, status signalling, and long-term brand revenue potential. The study integrates insights from primary survey data (n=150, collected across Tier-1 and Tier-2 Indian cities) and a comprehensive review of secondary literature — including empirical studies on sustainable luxury consumption in India, generational differences in sustainability consciousness when purchasing luxury, Gen-Z fast fashion behaviour, and historical frameworks of conspicuous consumption. Key findings reveal that: (a) dupe consumption is normalized and widespread among Indian Gen-Z, driven primarily by affordability constraints and social media amplification; (b) a significant sustainability paradox exists — while Gen-Z consumers espouse eco-conscious values, these values rarely override the price-value calculus at the point of purchase; (c) status signaling remains a dominant motivator, but anthropocentric values — concern for human and environmental wellbeing — meaningfully predict willingness to engage with sustainable alternatives; and (d) 70% of dupe- consuming respondents plan to transition to authentic luxury purchases as income grows, confirming the existence of a substantial aspirational pipeline for luxury brands. The paper concludes with strategic implications for luxury brand managers and policymakers operating in the rapidly evolving Indian market. Keywords: Gen-Z consumers, dupe economy, luxury brands, brand equity, status signaling, sustainable luxury, anthropocentrism, India, fast fashion, conspicuous consumption, aspirational consumption

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SAKSHAM - GUPTA, Sagnik Sinha, Sagar Patel, & Yashkiran Kaur (April-2026). The Dupe Economy and Indian Gen-Z Consumers: Implications for Luxury Brand Equity, Sustainability Consciousness, and Status Signaling . INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 11(4), g124-g147. https://ijnrd.org/papers/IJNRD2604616.pdf

Volume 11 Issue 4, April-2026

Pages : g124-g147

Paper Reg. ID: IJNRD_323090

Published Paper Id: IJNRD2604616

Research Area: Other area not in list

Author Type: Indian Author

Country: JAIPUR, RAJASTHAN, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2604616.pdf

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Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

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