The aim of EUIPO`S study is to develop a fuller understanding of factors that drive the intentional demand for counterfeit goods. Data shows that about a third of EU respondents (34%) indicate to have knowingly purchased a counterfeit product at least once in the past. Consumers’ purchase intentions for counterfeit products most strongly depend on personal characteristics: their need to belong, and their personal integrity. Consumers’ intention to buy a counterfeit product also varies according to the type of product: people are most likely to consider purchasing low-engagement everyday items.
The consumer segment with the highest intention to purchase counterfeit products, accounts for 18% of total consumers. It is the youngest of all, with 43% of all segment members under the age of 35, and the segment with the highest proportion of men (55%). This segment is characterised by a relatively strong need to belong and relatively lower levels of personal integrity and value consciousness compared to the other segments.
It is the only segment that is more likely to purchase counterfeit sunglasses (spurge item) than a counterfeit kettle (investment item), which may be related to this segment’s higher need to belong expressed through a preference for product types that can offer easy visibility and personal identification. 37% of all consumers show no strong intention to buy counterfeit products, but also no clear rejection.
The study was conducted online in 10 EU Member States among general population respondents aged 15 or older. Member States included in the study were Estonia, France, Germany, Greece, Italy, the Netherlands, Poland, Romania, Spain and Sweden.