From 2002 to 2006 European Customs seized over 100 million fake goods with a value of over €1 billion Euro. This has increased by over 900% since 2001. Why has the sales of counterfeit goods increased dramatically? The Republic of Ireland is seen to be a small country on the periphery of Europe but it is not immune to the consumption of counterfeit products. In 2007 there was an estimated €5 million worth of counterfeit goods seized in the Republic of Ireland. Counterfeit goods are not solely confined to the clothing and accessories market. Pharmaceutical, computer sofware, music and film sectors have also been targed by the counterfeiters and some of these have proved to be extremely profitable for the traders of counterfeit goods. This book aims to uncover the motives, perceptions and attitudes that individuals may have towards the purchasing and consuming of counterfeit products. What are the main factors that influence an indivdiual to seek out places where counterfeit products are sold? Are consumers and potential consumers aware of the ‘dark side'' of counterfeiting?