South Koreans Will Pay $418M to Clean Up Freight Trucks

South Korean families just put their money where their values are, and the climate wins big.

A groundbreaking study from Seoul National University of Science and Technology reveals that households across the country would collectively pay $418 million to support replacing diesel freight trucks with hydrogen fuel cell alternatives. When researchers interviewed 1,000 households nationwide in 2024, the average family said they'd contribute about $2.28 annually through income taxes to make cleaner trucking a reality.

The numbers tell an inspiring story about what people truly value. South Koreans are willing to pay roughly $48 per ton of carbon dioxide reduction, nearly seven times higher than the current carbon credit market price of $6.76 per ton. That gap shows something powerful: when people understand the impact, they prioritize breathable air and climate action over market economics.

The government's plan targets 30,000 hydrogen fuel cell trucks on the roads by 2040, replacing conventional diesel vehicles that currently pump disproportionate amounts of emissions into the atmosphere. If successful, this transition would eliminate approximately 8.74 million tons of carbon dioxide from the mobility sector. Heavy duty trucks are responsible for an outsized share of transport emissions despite representing a small fraction of vehicles on the road.

Professor Seung-Hoon Yoo, who led the research published in Transport Policy, calls this the first study to quantitatively measure public acceptance specifically for hydrogen heavy-duty trucks rather than passenger vehicles or buses. The findings provide concrete evidence that even expensive infrastructure investments can be socially profitable when citizens recognize the long-term benefits.

The Ripple Effect spreads beyond cleaner air in major cities. The study found that Seoul Metropolitan Area residents showed higher willingness to pay, suggesting they're already experiencing the health impacts of heavy truck emissions. This presents an opportunity: targeted education in rural areas over the next five to 10 years could build balanced national support for carbon neutrality.

Practical challenges remain, though solutions are within reach. Large hydrogen refueling stations currently sit at bus depots, making them inconvenient for freight operators. Researchers recommend relocating stations along major logistics routes and adjusting tax incentives to match those offered for hydrogen buses, encouraging trucking companies to make the switch.

The research contributes something rare in climate policy: clear evidence that citizens understand the urgency and are ready to invest in solutions, even when the upfront costs seem daunting.

South Korea is showing the world that the path to cleaner freight transport has public backing, turning ambitious environmental goals into achievable reality one willing household at a time.