This research explores why affluent Emiratiswould consume counterfeit luxury products. A first exploratory quantitative study confirms that Emiratis do purchase counterfait luxury products and shows that they associate important performance and psychosocial risks wtih counterfeit consumption. Based on 19 in-dept interviews, a follow-up qualitative study confirms the perception of performance and psychosocial risk and study confirms the perception of performance and psychosocial risks and identifies strategies Emiratis apply to cope with the cognitive dissonance that accurs from the perception of these risks. The findings are of major interest for local policy makers fighting counterfeiting.