Consumers Make or Break Brands: Sustainability Drives Purchases in Korea
Creatrip Team
3 months ago
Korean consumers increasingly favor brands that prove real sustainability, rewarding companies with higher sales and punishing those that fail with boycotts. Surveys show 63% of consumers view ESG (environment, social, governance) as necessary, and over 74% say they would buy more from firms that practice ESG. Younger generations, especially Z-generation (1997–2012), drive this shift with values-driven behaviors like ‘meaning-out’ (spending to express beliefs) and ‘jjan-tech’ (saving by cutting unnecessary expenses). Food companies adopting credible sustainability labels—such as SUSS (Sustainable U.S. Soy)—have seen strong sales growth: Yonsei Dairy’s low-sugar soy milk rose 69% from May to November after adding SUSS, and other firms report average increases around 37%. Sustainable farming practices and verified certifications are becoming marketing assets and trust signals as consumers scrutinize production methods, not just price. While greenwashing remains a risk, repeated positive consumer “success experiences” with authentic sustainability encourage more value-based purchasing, shifting the power to consumers.
