"Consumer Agency Quality Comparison Information Significantly Influences Product Purchases"

86.9% of 1,000 Adult Men and Women Respond
"Promoting Channel Diversification to Spread Comparative Information"

Quality comparison information provided by the Korea Consumer Agency has been found to significantly influence consumers' product choices.

On the 4th, the Consumer Agency announced that a survey was conducted on 1,000 consumers aged 20 to 60 who purchased products after viewing quality comparison information provided through the comprehensive consumer information portal site 'Consumer24,' revealing these results.

Since 2012, the Consumer Agency, together with consumer organizations, has been providing quality comparison information on 22 items such as automotive tinting films, kimchi refrigerators, and yoga mats through Consumer24. Among consumers who have experience purchasing these items, 86.9% responded that such quality comparison information influenced their product selection.

An example of a purchase and selection guide provided by the Korea Consumer Agency since last year, summarizing the key evaluation results (quality, performance, cost-effectiveness, etc.) in one page for easy understanding when providing quality comparison information.
[Photo by Korea Consumer Agency]

Consumer satisfaction with the quality comparison information was high at 91.3%. The most common reason for satisfaction was "providing quality and performance comparison evaluation results in an easy-to-understand manner" (19.7%), followed by "being able to know information that is difficult to verify directly" (15.2%), and "information on high-quality and cost-effective products is useful for actual purchase and selection" (14.7%).

Regarding the purchase and selection guide additionally provided by the Consumer Agency since last year, 89% of consumers evaluated that it helps increase satisfaction and usability. The purchase and selection guide is a summary document condensed into one A4 page that allows consumers to grasp key evaluation results (quality, performance, cost-effectiveness, etc.) at a glance when providing quality comparison information.

Among the surveyed consumers, 87.8% expressed their intention to purchase eco-friendly products, and among them, 94.8% stated that the Consumer Agency's environmental verification and evaluation information helped in choosing eco-friendly products. Consumers cited reasons for checking eco-friendly information and purchasing products such as "because it allows me to practice environmental protection" (48.8%) and "because it helps future generations" (16.8%).

Based on this survey, the Consumer Agency plans to expand testing and evaluation under real-use environmental conditions and the discovery of cost-effective products for items with high consumer demand. A representative from the Consumer Agency stated, "We are promoting the dissemination of information by reprocessing quality and environmental comparison information into digital content and providing it through various online channels such as YouTube."