• Journal of Animal Science and Technology
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• v.55 no.3
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• pp.179-184
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• 2013

Willingness-to-pay (WTP) for pork produced by quality test was determined using a contingent valuation method. Three model studies including a dichotomous-choice and two double dichotomous-choice types were conducted. The respondents in this study appropriately understood the contingent valuation and the suggested price was significant as a characteristic variable. The results imply that there is lower chance to select pork produced by the quality test, as the price difference is greater between conventional and quality-tested pork. WTPs in double and single contingent valuation models were 735 and 547 won/100 g, respectively. WTP was increased with increasing the educational level of respondents. The average WTPs analyzed by convariate were 1,015 won/100 g for double contingent valuation and 580 won/100 g for single contingent valuation. Considering the minimum price of WTP of pork produced by quality test (547.4 won/100 g), the total economic value was estimated to be 5,173,600 million won and per capita customer value was 106,000 won. Therefore, providing an institutional strategy for pork quality test will be beneficial for the consumers.

• Environmental and Resource Economics Review
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• v.22 no.2
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• pp.281-307
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• 2013

There has been some debates about zero willingness to pay in contingent valuation method research. Therefore, this paper tries to estimate and compare the results of various models to handle zero willingness to pay responses. For this purpose, we have employed parametric estimation such as the mixed model and the spike model, as well as non-parametric estimations. As a result, these models derived WTP estimate different from conventional model, but they also show some weakness. Therefore, in future research, more conservative estimate of the model should be to use rather than specific model.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.16 no.7
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• pp.4489-4497
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• 2015

This study aims at estimating the consumer's demand and willingness to pay(WTP) for horse meat in Korea. Three econometric models are employed to examine the multiple layers of the demand, including the current demand, the potential demand and latent demand. Findings indicate a substantial demand for horse meat. Dichotomous choice contingent valuation method is used to elicit the WTP. We assess the mean WTP for horse meat using a double-bounded logistic model. As a result, consumers are willing to pay at 67.8 percent of the beef prices of the third quality grade to purchase horse meat. And, for the factors that influence on WTP, only sex, age and recognition of horse meat are statistically significant.

• Journal of Korean Society of Transportation
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• v.30 no.6
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• pp.3-12
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• 2012

Additive willingness-to-pay (WTP) for leisure-travel time saving focused on the Iksan-Pohang Expressway and the Donghae Expressway was surveyed during the summer months to estimate the value of travel-time savings (VTTS) for non-business leisure trips. Travelers traveling between 2 and 3 hours on Iksan-Pohang Expressway had WTP of 723 won per 10 minutes of leisure-travel time savings and those traveling between 3 and 4 hours on Donghae Expressway had WTP of 854 won per the same. Based on this survey, we learned that WTP in leisure travel time savings increased with the total travel time. 300 effective samples for each expressway were collected, and estimation was separately conducted on the basis of Cox test.

• Journal of agriculture & life science
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• v.52 no.6
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• pp.139-153
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• 2018

This study analyzes the economic effect of rehabilitation and upgrading of reservoirs as a prevented method against natural disasters under recent abnormal weather conditions and dam-break. For the analysis, we divide the purpose of rehabilitation and upgrading of reservoirs into the stable supply of rural water under uncertain weather conditions and the prevention of collapse due to the aging of the reservoir. We measure the economic effect of rehabilitation and upgrading of reservoirs by estimating the resident's willingness-to-pay for the project through Contingent Valuation Method(CVM). The result shows that distributions of willingness-to-pay to prevent natural disasters and dam-break are similar to each other. About 66% of the residents in sample regions are willing to pay for the project. The resident's willingness-to-pay to protect natural disasters and dam-break are 32,250 to 46,147 won and 28,427 to 47,308 won respectively on average for all sample regions. The comparison of willingness-to-pay by type of regions shows that paddy field areas are the highest followed by facility cultivation areas and urban areas. In addition, total expected value of the projects calculated based on the resident's willingness-to-pay for paddy field areas and facility cultivation areas are much larger than actual project costs. This implies that rural residents are fully aware of the importance of the project to prevent natural disasters and dam-break and are willing to pay for additional costs if needed.

• Culinary science and hospitality research
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• v.15 no.4
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• pp.159-171
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• 2009

A geographical indication is a protected trade name or mark for a product that corresponds to a specific geographic location or origin. Geographical indications have been widely used in European countries over the last three decades, mainly for wine and food products. This study investigates the consumer perception of geographical indications for agricultural and processed products and purchase experiences of consumers. It also examines consumer intention to pay more for geographical indication products. The findings from the empirical investigation showed that only 24.0% of the respondents have purchased geographical indication products whereas 49.5% of the respondents have not. Meanwhile, 26.5% of the respondents reported that they were unaware of geographical indications. Main reasons of purchasing geographical indication products were trust in quality, safety, and better taste. On the other hand, main reasons of not purchasing geographical indication products were lack of knowledge and no distinctive quality. The respondents answered that they would pay more for geographical indication products especially for luxury items such as ginseng, wine, and beef.

• Journal of Digital Convergence
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• v.16 no.1
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• pp.135-146
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• 2018

This study aims to investigate the consumers' preference and willingness to pay for UWV panoramic video, which is a new realistic video technology, and propose the issues to be considered for developing and commercializing this technology in accordance with the needs of consumers. For this purpose, experimental study was conducted by constructing two environments; watching TV at home and watching panoramic video on the big screen. As a result, consumers in both experimental environments were more likely to prefer UWV than UHD, which is the existing video ratio. Consumers also showed intend to use UWV and are willing to pay for it. As a result of exploring the consumers' maximum amount of money to pay for the UWV and the reasons for it, the perception of immersion, liveliness, and actual experience of UWV were important factors for consumer acceptance of new realistic video technology.

• The Journal of the Convergence on Culture Technology
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• v.10 no.1
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• pp.253-259
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• 2024

From the consumer's perspective, eco-friendly consumption is still a topic that can cause various psychological discomforts, and psychological discomfort can lower the intention to consume eco-friendly products through negative consumer psychological mechanisms. This study analyzed the influence of psychological discomfort regarding eco-friendly consumption on people's willingness to pay additional prices for eco-friendly products. In addition, we examined the moderating effect of consumers' involvement in the product family in this relationship. As a result of a statistical analysis based on consumer response data obtained from an online survey conducted with 407 American consumers, the level of people's psychological discomfort with eco-friendly consumption is directly related to their willingness to pay additional prices for eco-friendly products. Although it did not have a significant effect, it was confirmed that the influence of psychological discomfort on willingness to pay premium price was significantly different depending on the consumer's level of involvement.

• Environmental and Resource Economics Review
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• v.28 no.4
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• pp.557-581
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• 2019

This study tries to quantify the regional NIMBY costs to nuclear power plants. NIMBY costs are estimated as willingness to pays for avoiding nuclear power plants near residential areas through the contingent valuation method(CVM). In the study, it was assumed that the nuclear power plants were newly constructed around the residences. The result of 600 respondents living within a radius of 30 km of nuclear power plants compared to the result of 600 respondents living in the metropolitan area, which revealed that there were significant NIMBY costs to the construction of nuclear power plants in all residences. By region, the willingness to pay in the metropolitan area was greater than that in the nuclear power areas. This study focuses on NIMBY to nuclear power plants from a regional point of view, which can provide important information in establishing prudent and sound nuclear power policies.

• Journal of Environmental Impact Assessment
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• v.28 no.2
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• pp.101-112
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• 2019

Over the last few years, air pollution ($PM_{10}$, $PM_{2.5}$) in the Seoul metropolitan area (SMA) has emerged as one of the most concerned and threatening environmental issues among the residents. It brings about various harmful effects on human health, as well as ecosystem and industrial activities. Governments and individuals pay various costs to mitigate the level of air pollutants. This study aims to empirically find the willingness to pays (WTP) among the parents from different socio-cultural groups - international and domestic groups to mitigate air pollution ($PM_{10}$, $PM_{2.5}$) in their residential area. Contingent Valuation Methods (CVM) is used with employing single-bounded dichotomous choice technique to elicit the respondent's WTP. Using tobit (censored regression) and probit models, the monthly mean WTP of the pooled sample for green electricity which contributes to improve air quality in the region was estimated as 3,993 KRW (3.58 USD). However, the mean WTP between the international group and domestic group through a sub-sample analysis shows broad distinction as 3,325KRW (2.98 USD) and 4,449 KRW (3.98 USD) respectively. This is because that socio-cultural characteristics of each group such as socio-economic status, personal experience, trust in institutions and worldview are differently associated with the WTP. Based on the results, the society needs to raise awareness of lay people to find a strong linkage between the current PM issue and green electricity. Also, it needs to improve trust in the government's pollution abatement policy to mobilize more assertive participation of the people from different socio-cultural background.