"Quality and Price Information Has Strong Influence on Consumer Product Purchase Decisions"

87.1% Say "Product Comparison Information Influenced Their Purchase and Selection Decisions"
Korea Consumer Agency Survey Shows Growing Impact on Consumer Choices

The Korea Consumer Agency announced on July 9 that the product comparison information it provides has a significant influence on actual product selection and purchasing decisions.

According to an online survey conducted in May by the Korea Consumer Agency of 1,000 adults nationwide who had purchased products after viewing product comparison information provided by the agency, 87.1% responded that the information influenced their decision-making process when choosing which product to buy. The proportion of respondents who said that comparison information affected their purchase and selection decisions has been increasing every year, with 86.4% in 2023 and 86.9% last year.

By product category, comparison information for "dehumidifiers" had the highest influence on purchase and selection at 93.8%. By type of information, "quality and performance comparison" was rated as the most useful, followed by "ease of use comparison" and "price comparison."

A representative from the Korea Consumer Agency evaluated these results as the outcome of efforts to expand information on value-for-money products that offer excellent quality and performance at affordable prices in response to high inflation, and to strengthen the provision of comparison information for expensive consumer goods such as electric vehicles and air conditioners, where objective information is lacking.

Additionally, 80.5% of consumers (805 people) said that the Korea Consumer Agency's purchase and selection guides provide well-summarized information on quality, price, and value-for-money products, and that referring only to this content is helpful for making purchasing and selection decisions.

Among consumers, 86.7% (867 people) expressed a willingness to purchase eco-friendly products, and of these, 91.8% (796 people) said that the environmental verification and evaluation information provided by the Korea Consumer Agency would help them in their product purchasing and selection decisions.