Chemophobia and knowledge of toxicological principles in South-Korea: perceptions of trace chemicals in consumer products

Many consumer products are manufactured or synthesized from chemicals. However, consumers may be hesitant to purchase consumer products that are perceived as synthetic or derived with chemical substances. Prior studies suggested a preference for chemicals of natural origin and an irrational fear of synthetic chemicals, a phenomenon that is referred to as chemophobia. The aim of this study was two-fold as follows: to (1) investigate the levels of knowledge with respect to toxicological principles, chemophobia, and trust in stakeholders in South Korea and (2) experimentally test the effect of information provision on acceptance and willingness-to-buy for the specific case of trace chemicals in consumer products. For this purpose, an online survey and experiment was conducted with consumers in South Korea. Data suggested that in South Korea chemophobia correlated with an individual's knowledge regarding toxicological principles. Accordingly, a small intervention providing information on the dose-response mechanism increased consumers' acceptance of the presence of trace chemicals and subsequent willingness to purchase the products in this study. In conclusion, this investigation stresses the importance of educating the public regarding basic principles of toxicology to avoid chemophobia, while simultaneously discussing other factors that need to be taken into account such as attitudes and trust in communicators.