Toxicologists face several challenges when communicating with the public about the potential risks of chemical substances in consumer products. However, based on the consumers' scepticism and detachment from the use of chemical substances in the manufacturing of consumer goods, evidence is needed on how this communication can be improved. Hence, the goal of this study was to experimentally check the effect of an informational video on consumers' acceptance of trace chemicals in consumer products, their willingness to purchase and finally, their perception of the dose-response mechanism. For this, an informational video was developed and evaluated in a pre-post online study with a sample of South Korean consumers (N = 600). The results suggest that providing information on toxicological principles increases people's acceptance of trace chemicals in consumer products and their willingness to purchase a consumer product containing trace chemicals. Within the article, implications for practice and ideas for new research avenues are presented.
Keywords: Chemophobia; Consumer; Decision making; Risk perception; South Korea; Trace chemicals.
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