This study quantitatively examined how ingredient transparency in household chemical products, specifically liquid air

fresheners, influences consumer behavior and ingredient risk perception. Survey data from 138 adult consumers in Seoul

were analyzed using correlation and regression models, supplemented by ingredient-level hazard information. Results

revealed that ingredient disclosure importance (β=0.38, p<0.001) and chemical risk perception (β=0.21, p=0.004) were

significantly associated with higher brand trust, which in turn was positively associated with repurchase intention (β=0.46,

p<0.001) and ingredient risk perception (β=0.27, p<0.001). Price sensitivity showed a weak but statistically significant

negative association (β = −0.12, p=0.042). In the complementary hazard-score evaluation, base components accounted

for approximately 78–80% w/w of total hazard, whereas fragrance components contributed 20–22% w/w, with several

high-toxicity ingredients (Ti = 8) exerting relatively higher contributions despite low formulation ratios. The behavioral

and hazard-based findings collectively suggest that information transparency, rather than absolute hazard magnitude, plays

a more influential role in shaping consumer trust and product evaluation. The proposed framework can be reproduced

to assess ingredient transparency in other household chemical products and to support safety-oriented communication

strategies.