This exploratory study investigates the perceived characteristics of product authenticity and the idiosyncrasies and propensities of consumers who express a need for such authenticity. Based on personal interviews of 10 consumers and three sessions of focus group interviews with 17 consumers, this study identifies six characteristics of authenticity: (1) originality, (2) quality commitment and credibility, (3) heritage and style persistence, (4) scarceness, (5) sacredness, and (6) purity. The study finds that consumers will expend high-acquisition efforts to search for and buy authentic products with one or more of the six authenticity characteristics. It also finds that consumers with a high need for authenticity consume authentic products deliberately, remain loyal to authentic products, and refuse to consume imitation goods.

Keywords: Consumer need for authenticity, consumption value, true self, ideal self