The global trade in counterfeiting activity is rising on a grand scale. Since 1990s, China has been considered as a “faking” nation where a great number of counterfeit factories and markets were located. In consumer behavior study, exploring the factors that influence the consumers’ willingness to purchase counterfeit brands is very crucial. The current study focus on non-deceptive counterfeit consumption, which means that consumers intentionally purchase fake products. Following an initial literature review of the counterfeiting phenomenon and brand theory, the aims and objectives of this research are identified. We aim to answer three important questions: Can different brand values predict the consumers’ counterfeit consumption? Dose counterfeit branded product ownership alters consumers’ authentic branded product purchase behavior? Will brand knowledge interact with consumer values in consuming counterfeit branded product?