The EUIPO Observatory, the office’s research arm, surveyed more than 26,500 people across EU member states.
Despite poor recognition among younger people, surveyed Europeans continued to regard intellectual property as a fundamental value, with an average of 55 percent of respondents finding it unacceptable to purchase counterfeits, no matter the circumstances.
Respondents also overwhelmingly agreed (97 percent) that, even during periods of economic crisis when household budgets have been squeezed, it is important that inventors, creators and performing artists can protect their rights and be paid for their work.
Some 70 percent of respondents said that nothing could justify the purchase of counterfeit goods, and 78 percent said that counterfeit purchasing can ruin businesses and jobs.
EUIPO said the study shows a continuing high level of support for IP rights, but there is still room for improvement, particularly in helping young people understand the “economic logic of IP and the social impact of infringements”.
“Despite the growing use of legal offers, there still seems to be a perception that the market is not providing services that meet the expectations of this age group in terms of price and affordability.”