Consumers’ consciousness of health-friendly products and services and its association with sociodemographic characteristics and health status: a cross-sectional survey of the South Korean population

OBJECTIVES: To identify consumers’ consciousness of health-friendly products and services (consumer reaction, purchase intention and willingness to pay more) and its association with sociodemographic characteristics and multidimensional health status. METHODS: From March to May 2018, we administered questionnaires to 1200 individuals from the general Korean population asking about their perception of health-friendly labels, and if they would purchase such labelled products (foods, pharmaceuticals, etc) and services (purifying water, preventing air pollution, etc) at extra cost. RESULTS: The participants placed a high value on the importance of mental, social, spiritual and physical health factors in terms of the company’s products and services with a score of about 8 out of 10 (range, 7.74–8.33). Most respondents (72.4%) said that they were interested in adopting health-friendly labels. When a health-friendly label is introduced (such as one by the Business for Social Responsiveness), 65.1% of the respondents said that they intended to purchase the product or service, while 6.8% said that they did not and 75.0% said that they were willing to pay extra for the health-friendly product or service. Multivariate logistic regression models showed urban residence, high education level and good social health to be significantly associated with positive attitudes towards health-friendly labels. People with high income, no religion or normal weight were more likely to say that they intend to purchase products and services with health-friendly labels. They also had a more positive attitude towards paying more for such products and services, as did people with good spiritual health. CONCLUSION: This study provides data that illustrate the importance of health-friendly products and services to the general population and companies.