Increasingly, consumers in South Korea are choosing eco-friendly agricultural products, but a key obstacle to wider adoption remains: high prices. This was revealed in a recent government survey.
The Ministry of Agriculture, Food and Rural Affairs disclosed that 76.8% of the participants in the survey reported having bought eco-friendly produce at least once over the previous year. This marks a slight growth, 0.6 percentage points, compared to 2024.
The main reasons consumers gave for choosing eco-friendly produce were perceived safety (39.5%) and family health (31.1%). Environmental protection also influenced their decision (13.6%). Taste and quality were not as important, with only 4.8% and 3.1% naming these factors, respectively.
Yet, the higher cost of such products remains a significant deterrent. Of those who did not buy eco-friendly products, 65.1% stated that the higher prices, in comparison to conventional alternatives, dissuaded them.
The most commonly bought items were strawberries, tomatoes, mushrooms, and leafy vegetables. Most consumers (68.1%) made these purchases at large supermarket chains. However, online purchasing has been steadily increasing, particularly through early morning delivery services, making up over 35% of transactions in 2025.
Even with the increased interest from consumers, the market experienced a drop in overall sales. In 2024, the number of online and offline retailers selling eco-friendly products increased to 6,099, yet total revenue decreased by 158.3 billion won to 2.04 trillion won. Certified organic product sales also fell by 81.3 billion won to 904.5 billion won. The majority of retailers blamed the decline on dampened consumer sentiment due to continuing economic uncertainty.
As a countermeasure, the ministry plans to introduce initiatives such as production subsidies and promotional discounts to lower the cost of eco-friendly foods. “We are dedicated to reducing the price obstacle through consumer incentives and production support to expand the eco-friendly food market,” says Kim Jung-wook, Director of Agri-Food Innovation Policy at the ministry.
What are the primary reasons South Korean consumers choose eco-friendly produce?
The main reasons are perceived safety and family health.
Why do some consumers avoid buying eco-friendly products?
High prices compared to conventional alternatives are the main deterrent.
What steps is the Ministry of Agriculture, Food and Rural Affairs taking to support the eco-friendly food market?
They are planning to introduce initiatives such as production subsidies and promotional discounts to make eco-friendly foods more affordable.
