This study aims to identify and develops a framework that captures the buyers’ online internal and external motives that can be generalized to the overall luxury markets, called “Dark motives-counterfeit purchase framework”. The study consists of 22 in-depth interviews with counterfeit sellers (Study 1) and 42 in-depth interviews with buyers (Study 2) who have bought counterfeit luxury products. The buyers are fully aware of their decision to purchase counterfeit and pirated products. This study focuses on non-deceptive market as customer demand is one of major drivers of the existing counterfeit business. The framework includes 16 motives for buying online counterfeit product (i.e. 9 external and 7 internal motives). This research is one of the first studies that examine both seller and buyer's perspectives in the same study.