• The Journal of the Korea Contents Association
• /
• v.16 no.1
• /
• pp.666-675
• /
• 2016

With the changing consciousness of consumers, there has been an increasing interest in nature-friendly lifestyles and safety of food ingredients. Therefore, the LOHAS image, which has value in social health and sustainability, is expected to be a factor that helps restaurants establish differentiation strategies. This study examined the LOHAS image of restaurants on involvement and willingness to pay. The results were as follows. First, eco-friendly food ingredients and interiors among the LOHAS image factors of restaurants had a significant effect on involvement. Second, the perception of LOHAS in the LOHAS image factors of restaurants had a significant effect on involvement. These results may be due to the lack of a conceptual understanding of LOHAS among restaurant customers, who fail to properly grasp its meaning. Therefore, in order to promote the LOHAS image of restaurants to customers, it is necessary to consider presenting POPs or signs that will enable customers to understand the concept of LOHAS inside the restaurant. Third, consumers' involvement turned out to have a significant effect on their willingness to pay. Thus, it is necessary to imprint the image of a LOHAS restaurant using eco-friendly colors, sculptures, and agricultural products so that customers can perceive food ingredients or interior elements as eco-friendly.

• Journal of Environmental Policy
• /
• v.6 no.1
• /
• pp.83-109
• /
• 2007

This study evaluates citizen's willingness-to-pay for the benefits from improved water quality of the Taehwa river in Ulsan, Korea, using a contingent valuation method with double-bounded dichotomous choice. The estimation results of the bivariate probit model shows the amounts of willingness-to-pay are monthly 3,458.5 Korean Won per household and yearly 14,760 million Korean Won for total households in Ulsan, Korea. These estimates are equivalent to the social values of improved water quality of the Taehwa river. This study also tests the inter-dependence between two answers, which may occur in the responses of the questions for the double-bounded dichotomous choice, and all the null hypotheses on the inter-dependence are rejected in this study.

• Environmental and Resource Economics Review
• /
• v.20 no.4
• /
• pp.797-826
• /
• 2011

This study analyzed whether a spatial difference exists in the willingness to pay(WTP) for renewable electricity, by applying the contingent valuation method(CVM). Considering renewable portfolio standards(RPS) as the hypothetical market, we asked WTP in the form of the monthly electricity bills for using renewable electricity; the respondents were people living in Seoul, Ulsan, JeollaNamdo, and Gangwondo. Our empirical results showed that the mean WTP of Gangwondo was the highest, and that of JeollaNamdo, the lowest. The hypothesis that the WTP of the entire sample would not differ from that of the individual regions was rejected. Hence, a spatial difference probably exists in the WTP for electricity from renewable energy. Further, we attributed the spatial differences in WTP to the experience of those staying near the renewable energy facility and the acceptability of the facility.

• Journal of Korean Society of Transportation
• /
• v.26 no.5
• /
• pp.205-216
• /
• 2008

As the aged and physically disabled people are expected to increase in the next several years, traffic demand especially for the 'mobility handicapped people' will be stronger. According to this trend, our society needs the improvement of social overhead capital for the aged and the disabled. First of all, Barrier-free of public transport facilities is urgent case. The purpose of this study is to estimate value of the Barrier-free facilities at subway stations by using Contingent Valuation Method(CVM) with Double Bounded Dichotomous Choice Question and to analyze the factor which affects the WTP(Willingness To Pay) of subway users by using Survival Analysis. As a result of this study, 'Elevators' and 'Escalators' are higher than 'Handicapped Gate Machines' and 'Ramps for Wheelchair' in the aspect of the average willingness to pay. Therefore the government is recommended to install the Barrier-free facilities for going up and down such as 'Elevators' and 'Escalators', and then supply others for just using subway, and passing such as 'Handicapped Gate Machines' and 'Ramps for Wheelchair'. Also, the average willingness to pay of 'mobility handicapped people' is higher than that of 'normal people'. It indicates that 'mobility handicapped people' value each Barrier-free facility high compared to 'normal people'.

• Journal of Korean Society of Transportation
• /
• v.31 no.3
• /
• pp.33-44
• /
• 2013

Personal Rapid Transit(PRT) has emerged as a promising transportation mode for transit-oriented sustainable communities. In this study, an alternative design of questionnaire survey is proposed in order to capture traveler's perception of an unexperienced transportation mode. This study aims at predicting the mode choice diversion behavior of potential PRT users who do not have experience of using it previously, considering their willingness-to-pay. The proposed model was applied to predict an aggregate forecast of PRT patronage for the city of Songdo where PRT is considered to be constructed. For validation of the proposed model, the price elasticity of PRT demand was analyzed, compared with existing models. The analysis results suggest that the proposed design of questionnaire survey is able to capture respondents' attitude and perception to unexperienced transportation mode in an effective manner. Also, they show that the proposed diversion rate model is more realistic than existing models in explaining the effects of users' willingness-to-pay for predicting PRT patronage.

• The Journal of the Korea Contents Association
• /
• v.21 no.5
• /
• pp.548-560
• /
• 2021

This study estimates the amount of willingness to pay of the general public by applying the contingent value method to the Korea Program for International cooperation in Agricultural technology(KOPIA), a representative project of the Rural Development Administration. Prior to measuring the amount of willingness to pay for the KOPIA project, a survey of the perception of agriculture and rural areas and respondents' basic perception of public development assistance showed a positive perception of official development assistance in general. In particular, many respondents said that aid from the international community in the past contributed to Korea's economic and social development along with the importance of the international community helping the poor in underdeveloped countries. As a result of estimating the acceptance probability regression model by including the public awareness as a variable, the higher the income of the respondents and the more positive the perception of public development aid, the higher the amount of willingness to pay. The average annual payment amount per household derived from the acceptance probability regression model was estimated to be about 30,729 won.Based on the results of this analysis, several policy implications related to the public development aid policy of Korea were presented.

• 한국신재생에너지학회:학술대회논문집
• /
• 2011.05a
• /
• pp.133.1-133.1
• /
• 2011

우리나라는 2012년부터 신재생에너지 공급의무화제도(Renewable Portfolio Standards, RPS)의 도입을 확정하였다(지식경제부 고시 제2010-244호). RPS 제도는 기존의 발전사업자에게 총 발전량 중 일정량 이상을 신재생에너지 전력으로 공급토록 의무화하는 제도이다. RPS의 도입을 통해 일차적으로 신재생에너지의 보급 확대를 도모할 수 있으며, 부차적으로 신재생에너지 공급확대의 비용의 소비자 귀착을 기대할 수 있다. 본 연구는 RPS 제도로 인한 신재생에너지 보급확대의 비용이 소비자에게 전가된다는 가정 하에, 조건부가치평가법(Contingent valuation)을 적용하여 신재생에너지 전력에 대한 지불의사액(Willingness to pay)을 분석하였다. 본 연구의 주된 목적은 신재생에너지 전력에 대한 지불의사액을 분석하는 데 있어 지역별로 어떠한 차이가 나타나는지 알아보는 데 있다. 이에, 서울, 울산, 강원도, 전라남도의 4개 지역을 설문대상 지역으로 선정하였다. 서울은 신재생에너지를 포함한 에너지 관련 시설에 대한 경험이 거의 없는 비교군에 해당하며, 강원도와 전라남도는 신재생에너지의 이용이 활발한 지역을 대표하는 대조군에 해당된다. 울산은 신재생에너지 이용이 활발하지는 않으나 굴지의 산업단지가 입지한 지역으로, 대형 에너지 관련 시설에 대해 특수한 선호를 보일 것이라 추측되어 대조군으로 선정하였다. 본 연구에서는 이 4개 지역의 주민들을 대상으로 조건부가치평가법을 적용한 설문조사를 시행하여 신재생에너지 전력에 대한 지불의사액을 도출한 후, 이를 비교 분석하였다. 본 연구결과를 통해 신재생에너지에 관련된 경험이 선호에 어떠한 영향을 미치는지 파악할 수 있으며, 도출된 신재생에너지 전력에 대한 지불의사액은 향후 RPS 정책 도입시 전기요금 산정 관련 논의의 참고자료로 활용될 수 있을 것으로 기대된다.

• Journal of Preventive Medicine and Public Health
• /
• v.41 no.3
• /
• pp.136-146
• /
• 2008

Objectives : The purpose of this study was to estimate the willingness to quit cigarette price among Korean male adults, and to examine the factors affecting the willingness to quit cigarette price. Methods : The data was collected by a random digit dial telephone survey. 702 samples were analyzed by using t-tests, ANOVA and OLS regression analysis. To estimate the willingness to quit cigarette price, smokers were asked dichotomous questions with open-ended follow-up and the starting point of the price was randomized by one of 5 bid prices elicited from a pilot study. Results : The mean of the willingness to quit cigarette price was 4,287 Won per package, which was about 2,000 Won higher than the mean of the actual price the smokers now paid. About 41% of respondents were willing to quit smoking if the price of cigarette would be increased by 3,000 Won, and if the price would be increased by 20,000 Won, all respondents were willing to quit smoking. The factors associated with the willingness to quit cigarette price were the place of residence, the amount of smoking and the degree of exposure to smoking through the mass media. Conclusions : The results showed that to get people to quit smoking, increasing the cigarette price would obviously be effective and much higher prices have a greater effect. Furthermore, to enlarge the effect of increased cigarette prices, providing more cessation programs to small towns, reducing the amount of smoking and decreasing or prohibiting advertisements of cigarettes and smoking in the mass media will be efficient.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
• /
• v.11 no.2
• /
• pp.157-165
• /
• 2016

To provide the baseline for pricing, this paper proposes pricing-by-rating (PBR) as pricing model at micro-foundations level that can work as the baseline for all pricing models as well as an assessment criterion of business model in all circumstances. It sets up firstly WTP (willingness to pay/purchase) model from explicit needs and develops PBR based on the ordinal scale of the difference between the WTP and the WTS (willingness to supply/sell) by comparing individually the corresponding element/component of a firm's actual marketing mix 4P with that of the best SPEC (solution, price indicator by WTP, encouragement, channel) as an ideal 4P a customer expects and also by comparing the interaction between the 4P and the best SPEC as a whole collectively. And through illustrations it shows its applicability to evaluating business model in practice and finally asserts that PBR works as the baseline for pricing policy and as a criterion of business model evaluation in any circumstances.

• Journal of Korean Society of Forest Science
• /
• v.108 no.1
• /
• pp.77-87
• /
• 2019

While the expansion of protected areas in accordance with Korea's National Biodiversity Strategy contributions to the conservation of biological diversity, it incurs economic losses and poses threats to the livelihoods of local residents. Payment for ecosystem services (PES) compensates local residents for their economic damages in a sustainable manner. To assess feasibility of PES, there is a need to estimate the general public's benefits from biodiversity conservation in protected areas. This study attempted to estimate visitors' willingness to pay (WTP) for biodiversity conservation in Mt. Jiri using the contingent valuation method (CVM). The WTP of respondents for the expansion of protected areas to increase biodiversity conservation was estimated at 16,103 KRW per household per year and this equates to a total of 316.8 billion KRW for all the households in Korea. The higher a respondent's age, education level and household income level, the more willing he or she is to pay for biodiversity conservation. Likewise, respondents who are aware of Mt. Jiri's designation as an Ecosystem and Landscape Conservation Area are more willing to pay for biodiversity conservation. Moreover, the higher the importance placed on biodiversity conservation policy, the higher the willingness to pay for biodiversity conservation. To enhance the feasibility of PES schemes, it is necessary to improve the general public's knowledge and awareness of biodiversity by providing opportunities for education and more information on biodiversity and biodiversity policies.