Counterfeits have become a global economic problem which is contiuously on the rise and against which organisations and nations have been fighting a losing battle. Literature has mostly been focused on the supply side of the counterfeit market but there has been a lack of research on the demand side of the counterfeit market. By understanding the demand or rather the motivation behind the consumer intention to buy counterfeits, a useful insight can be given to both companies and organisations and even nations to help them fight counterfeiting. The purpose of this study is to investigate and evaluate how do consumer factors such as price consciousness, risk averseness and price-quality inference affect consumer attitude towards counterfeits. The reason to such a study can be found in the theory of reasoned action which states that attitude can be used to measure behavioral intent and therefore consumer behaviour. To fulfill the goals of this study, a research has been conducted in which an online questionnaire has been used. The questionnaire has been distributed by social networks among the student population. The results of the research have shown that the selected factors can not explain the consumer attitude towards counterfeits but it has shown that attitude is deeply related with consumer behavioral intention and behaviour. Results of the research also provide a certain consumer insight as far as Croatia is considered. Further data analysis has shown that the consumers have a pronounced price consciousness and are willing to invest time and effort to save money. At the same time they also hold a slight risk averseness which is a positive thing for menagers and marketeers who can use this insight to raise consumer awareness about the negative impact counterfeits have, and on the other hand to communicate higher value of their own brands, which counterfeits can not have, such as after-sales service and support.