Daegu City was recognized as an exemplary institution for its performance in mandatory public procurement of green products. Green products refer to items that have received certifications such as the Environmental Label, Low Carbon Certification, or Excellent Recycled (GR Mark) Certification. These products are designed to minimize environmental pollution and reduce the input of resources and energy, while maintaining high quality and cost-effectiveness. (Photo courtesy of Daegu City)
SEOUL, May 13 (Korea Bizwire) — South Korea’s eco-friendly market has surged to a valuation of 34 trillion won (approximately $24.7 billion), but consumer participation in sustainable practices is on the decline, a new survey by the Korea Consumer Agency reveals.
The nationwide study, which polled 3,200 adults, found that although 66.4% of respondents are currently using one or more of the country’s four major green programs — including the Carbon Neutrality Points and Home Energy Cashback — the average score measuring eco-friendly lifestyle practices has dropped from 62.1 in 2019 to 57.1 in 2024.
Among 1,530 users of the four initiatives, 58% said they would continue using the programs if they received tangible economic benefits. In particular, retention was high for the Carbon Neutrality Points system (77.5%) and the Home Energy Cashback (76.8%).
Despite the growth of the eco-friendly market, the rate of consumers actually practicing sustainable habits seems to be declining. (Image courtesy of the Ministry of Environment )
The Carbon Neutrality Points program rewards behaviors such as using reusable containers with convertible cash points. The Home Energy Cashback offers electricity bill discounts based on reduced household usage.
The other two programs include e-Labels, which offer food information via QR codes, and a dedicated online marketplace for green products.
However, the report also noted limitations: “Some consumers have discontinued use due to a lack of participating partner vendors where points can be redeemed,” the agency said. It urged an expansion of partner networks to increase long-term adoption.
Interest in alternative sustainability efforts was also high. A striking 93% of respondents expressed willingness to use “slow delivery” services — where shipments are delayed until vehicles are fully loaded, a model already being tested by companies like IKEA and GAP overseas.
More than half (56.7%) said they would opt in if points were awarded, while 36.3% preferred a discount coupon incentive.
Those open to slower delivery were willing to wait an average of 3.5 days, compared to the current standard of 2 days.
Additionally, 60.1% said they would be interested in using QR codes to check detailed product information for “upcycled” goods — items made from discarded materials transformed into new products. The European Union plans to mandate such digital disclosures by 2027, while South Korea is currently embedding QR data in upcycled product certification documents.
The findings suggest that while environmental awareness is growing in principle, stronger incentives and structural support are needed to translate intent into lasting behavioral change.
M. H. Lee (mhlee@koreabizwire.com)
