The relationship between risk control imperative and perceived causation: the case of product counterfeiting in China

The counterfeiting of safety critical products such as pharmaceuticals is a significant risk to public safety, but the literature suggests that much of the causation of counterfeiting is endogenous: the decisions of legitimate producers and consumers facilitate or incentivize the manufacture of counterfeits. This study examined what effect the perceived causation of counterfeiting risk (both the causes of counterfeiting, and the consequences caused by counterfeiting) had on the risk control imperative: the belief that more resources should be allocated to controlling this risk. This involved a questionnaire survey of individuals in China, asking them to respond to the risks arising from the counterfeiting of specific safety-critical product types. The study found that although some causes of counterfeiting were emphasized much more strongly than others (notably the failure of the authorities, profiteering among legitimate producers and the presence of criminal organizations), the less emphasized causes were still judged as being relevant. The study found that the association between the risk control imperative and both the perceived scale of risk and its causal origins varied across different product types. In one case, the scale of risk was virtually unrelated to control imperative, but in all cases, at least one of the causal factors, and at least one of the consequential factors, explained variation in control imperative. A qualitative comparative analysis also indicated specifically that control imperative was lower if an actor who was strongly implicated in the cause of the risks was also a bearer of the risks.