counterfeiting is one of the oldest business phenomena in history that has been affecting trade for about 2,000 years, which has been exploded in the recent years. this research aims to analyze marketing literature review on consumer behavior toward counterfeit products. It also aims to identify the research gap for potential studies by concentrating on determinants that affect consumer purchasing behavior toward counterfeit products. To achieve the research objectives the researcher divide the study into two main parts. The first part includes studies that investigate consumer behavior toward counterfeiting. The methodology and the main results of 42 studies published between 2009 and 2019. The current research presents important ideas for future studies on consumer behavior toward counterfeit products.
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