This study, employing a questionnaire survey, investigates the effects of national culture and consumer ethical beliefs on consumer purchasing counterfeit product behaviors in Mainland China and Taiwan. Binary Logistic Regression is used to analyze the relationship among these variables. The empirical results indicate that the individualism of cultural factors has a negative effect on purchasing counterfeit products behaviors, consumer ethical beliefs are also found to mediate the relationship between individualism and purchasing counterfeit behaviors. Marketing suggestions for suppressing counterfeit product consumptions are given.