The aim of this study was to investigate the various reasons consumers continue to infringe on copyrighted content, specifically in the South African context, even if the law forbids it. This investigation is two-fold since it also recognises that there are many individuals who do not infringe on copyrighted content even though they have access to peer-to-peer file sharing technology. This information could prove valuable since it can then be used to find comprehensive market-led solutions to the problem that targets the end-user. This study adopted a mixed method approach in order to cross validate findings and to reveal aspects of empirical reality. The target population for this study consisted of 100 adult South Africans who have access to the internet. Data was collected through an online, self-administered questionnaire. Quantitative data was analysed through descriptive statistics, while qualitative data was analysed through thematic analysis. The results show that there are variety of factors that influence respondents’ attitudes towards copyright infringement of films and/or television series through peer-to-peer file sharing technology, each of which is discussed in detail. The study concluded by identifying 24 factors that favourably influence people’s attitudes towards copyright infringement, including high prices of legitimate goods, historical inequality in South Africa, and perceived low risk of being caught and punished. Based on the conclusion above, the study recommends that policy makers such as government officials, boards of directors, managers, committees, and executives use the results of the study when making decisions and determining policies, especially in the South African context. / Communication Science / M.A. (Communication Science)