• 한국산림과학회지
• /
• 제98권2호
• /
• pp.203-211
• /
• 2009

The study was conducted to examine consumers' awareness and perceptions on forest certification and their willingness to buy and pay price premium for certified wood products especially for selected four wood products. A total of 136 residents in Seoul and Gyeonggi Province were interviewed in the autumn of 2008. Although only 24.3 percent of the consumers are aware of forest certification, 82.4 percent of the respondents recognized the need and significance of forest certification. In general, 77.2 percent of the respondents were willing to buy certified wood products. Majority of the respondents, 84 out of 136 respondents (61.8%) expressed their willingness to pay (WTP) from more than 0 percent to less than 10 percent. Consumers' average WTP for certified wood products was estimated to be 5.6 percent. From the results of the study, lower priced wood products, such as copier paper (WTP=9.8%) and wood frame (WTP=11.6%), have higher price premiums than high priced products, such as wood table (WTP=6.8%) and wood flooring (WTP=7.6%). In conclusion, there could be feasible markets for certified wood products in South Korea as four out of five consumer are willing to pay more for such products. For the forest certification system to be adopted and widely accepted, the perceptions of forest stakeholders including consumers should be further increased.

• 한국ITS학회 논문지
• /
• 제22권6호
• /
• pp.66-76
• /
• 2023

최근 정부는 교통약자의 이동권 보장 및 증진을 위한 다양한 정책들을 시행하고 있다. 하지만 광역 대중교통 관점에서 바라본 교통약자의 이동권은 아직 미흡한 상황이다. 현재 대부분의 신도시 지역은 도시철도 노선이 부족하고, 고상 버스 중심의 광역교통망 확충이 이루어지고 있으며, 휠체어 이용자의 지역 간 이동을 위한 버스는 현재 2층 저상 좌석버스가 유일하다. 이에 본 연구에서는 저상 좌석버스 도입에 대한 사업의 필요성과 당위성 제시를 목표로 이용자의 지불의사금액을 조건부가치측정법을 통해 추정하였다. 지불의사 유도방법에는 개방형과 양분선택형 질문방식을 채택하였다. 지불의사금액 추정을 위해 이항로짓모형을 활용하였으며, 그 결과 일반인은 126.7원, 교통약자는 117.5원을 추가 지불할 의사가 있는 것으로 분석되었고, 이를 연간 경제적 편익으로 환산 시 약 350억원으로 산출되었다.

• 신재생에너지
• /
• 제4권4호
• /
• pp.44-49
• /
• 2008

This study uses contingent valuation method (CVM) to elicit willingness to pay monthly for electricity or heating produced by renewable energy (RE). The experts who participated in the conference of the Korean Society for New and Renewable Energy in May of 2008 were asked to answer the questionnaires: how much would you be willing to pay monthly to receive electricity (or heating) generated by RE? We find some evidence that the respondents have higher willingness to pay for RE electricity than RE heating even if the average electric bills were lower than the heating bills. The respondent who belongs to a large family and has a good opinion of RE tends to show high willingness to pay for both RE electricity and RE heating.

• 한국해양공학회:학술대회논문집
• /
• 한국해양공학회 2003년도 추계학술대회 논문집
• /
• pp.284-289
• /
• 2003

As growing importance and concern of waterfront, we have tried to study its landscape, accessibility, landuse and so on as well as its environmentally sound and sustainable development. In fact we had been under the false thought that it always what we wanted, and it was neglected in its economic value. This paper/ looks at on alternative, the non-market value generated by management of waterfront as public resource. We consider the question : how much are people willing to pay to improve, how much are people want to improve? The contigent valuation method was implemented during Sep. 9 to 14 in 3 beaches ; haeundae, Gwanganri, Songjeong. They are representative waterfronts which have been widely known and visited. We find out that households are willing to pay about $12,000{\sim}16,000$ won per year for improving nature elements and inviting more valuable functions about 3 beaches. Especially we pay attention to defference between cognitive and comprehensive satisfaction 3 beaches and their substructural factors satisfaction such as natural environment, public facilities, recreational facilities and etc.

• 농촌계획
• /
• 제20권4호
• /
• pp.101-112
• /
• 2014

The public value of agriculture and rural areas is closely associated with the concept of multifunctionality of agriculture and rural areas, which in turn signifies economic values other than the production function of agriculture and rural areas. Based on the survey results, virtual scenarios were set up and the contingent valuation method (CVM) was used to estimate the amount consumers are willing to pay (WTP) for the public functions of agriculture and rural areas. This study selected five domains of the public value (environment conservation, maintenance of landscape and cultural tradition, enhancement of national prestige, local community maintenance and socio-economic functions, and food security) and 21 value items as components of the public value. An economic assessment of the public value of agriculture and rural areas was conducted using a binomial logistic regression model. The estimation results showed that the public value consumers are willing to pay ranges from a minimum of 6,346.8 billion won to a maximum of 9,327.2 billion won.

• 유통과학연구
• /
• 제19권10호
• /
• pp.23-33
• /
• 2021

Purpose: This study explored factors affecting the purchase of fair trade hand-made products. We focused on the difference between the mediating effect of purchase intention and purchase purpose, and verified the additional effectiveness of premium prices. Research design, data and methodology: The data was collected through an online survey. The reliability and validity of each variable used in the questionnaire were verified. Then, each hypothesis was analyzed through multiple regression analysis. Results: First, individual social responsibility and purchasing experience of general fair trade products have a definitive effect on the intention of purchasing fair trade hand-made products. Second, the willingness to pay premium prices varies depending on whether it is an individual's consumption or consumption for others. Third, the higher the individual's social responsibility and experience in purchasing fair trade products, the more willing he is to pay premium prices. Fourth, the purchase intention of fair trade hand-made products is to have the effect of partial mediation. Fifth, when choosing a gift for an adult, it was determined that the consumer was willing to pay premium prices the highest amount. Conclusions: In terms of factors affecting the purchase of fair trade hand-made products at premium prices, it was confirmed that individuals' social responsibilities and purchases of fair trade general products had an impact.

• 치위생과학회지
• /
• 제14권2호
• /
• pp.176-182
• /
• 2014

전문가치면세정술을 받은 임플란트 보철환자 214명을 대상으로 만족도와 지속여부 및 이유, 비용 지불의사가격과 관련요인을 분석한 결과 다음과 같다. 대상자의 전문가치면세정술 평균 만족도는 4.60점이었다. 성별에서는 남성이 높았으며, 연령에서 가장 높은 군은 40~49세 군이었고, 60세 이상 군이 가장 낮았으며, 음주횟수와 운동 횟수가 많을수록 높은 만족도를 나타냈다(p<0.05). 전문가치면세정술을 지속적으로 받을 의사는 92.5%를 나타냈으며, 이유로는 개운함이 84.7%였고, 비용지불은 84.1%가 의사가 있음을 밝혔으며, 지불가격은 평균 28,100원이었다. 월평균수입, 전문가치면세정술 만족도가 높을수록, 연령은 낮을수록 전문가치면세정술에 대한 지불의사가격이 높아졌으며, 남자가 여자보다 높은 가격을 형성하였다. 전문가치면세정술의 가격을 합리적이고 현실적으로 제시하여 정착시키는 것은 성공적인 임플란트 유지관리와 사회경제적 비용을 감소시키는 데 매우 유용할 것으로 기대된다.

• 토지주택연구
• /
• 제10권3호
• /
• pp.57-66
• /
• 2019

In this study, the author suggests utilizing unsold and unused land as temporary commercial parking lots as a way to raise funds for active public transport use. In addition, reasonable parking fee scheme is suggested by estimating marginal parking fee and marginal parking distance for the commercial parking lots based on the CVM. The author conducts a survey to investigate citizens' opinion on utilizing unsold and unused land in the urban development project area as temporary commercial transport facilities such as parking lots. Based on survey outcome, travel behavior and requirements are analyzed and marginal parking fee and marginal parking distance are estimated through the Contingent Valuation Method (CVM). The results are as follows: in the single-bounded dichotomous choice model, people are willing to pay 216 KRW for 165m in average for 10 minutes and their willingness to pay goes down against reaching distance to the parking lots from 365 KRW for 50m, 295 KRW for 100m, 173 KRW for 200m, and 51 KRW for 300m; in the double-bounded dichotomous choice model, people are willing to pay 285 KRW for 165m in average for 10 minutes and their willingness to pay goes down as well against reaching distance to the parking lots from 310 KRW for 50m, 297 KRW for 100m, 272 KRW for 200m and 248 KRW for 300m. It is clearly appeared that people's willingness to pay goes higher as distance to reach the parking lots goes shorter.

• 한국수자원학회논문집
• /
• 제39권7호
• /
• pp.563-574
• /
• 2006

경제이론에 의하면 소비자들은 언제나 효용을 극대화하기 위한 선택에 직면한다. 이 같은 소비자의 선택은 생활용수의 가격, 공급 및 수요 등에 정보가 시장을 통해 나타나고 정책결정자들은 이를 정책 지표로 이용하게 된다. 그러나 수자원의 경우는 시장이 형성되어 있지 않기 때문에 시장에서의 그 같은 정보 획득이 제한적이다. 본 연구는 생활용수의 수질개선에 따른 소비자 지불의사를 1,000 가구를 대상으로 조사하고 이를 추정하였다. 또한 생활용수에 대한 소비행태에 대한 분석도 시도되었다. 소비자들은 현재의 물 값에서 50%의 인상에 대해서는 강한 절수 의지를 보인 반면 25% 이하의 물 값 인상에 대해서는 거의 절수 의지가 없는 것으로 나타나 현행 물 값이 절수를 유도하는 데는 낮은 수준임을 나타내고 있다. 수돗물의 수질이 향상된다는 조건으로 소비자는 매월 현행 물 값의 16%, $1m^3$당 약 153원을 지불할 수 있음을 보였다. 이 같은 정보를 토대로 생활용수에 대한 정책 제언을 하였다.

• 유통과학연구
• /
• 제13권3호
• /
• pp.79-91
• /
• 2015

Purpose - First, the study identifies and analyzes consumer preferences with regard to health foods and supplements. Second, it identifies and analyzes consumer preferences with regard to the properties of Vitamin C supplements. Third, in order to provide a basic data for the development of Vitamin C supplements and to measure how consumers value the properties of different Vitamin C products, a consumer survey was conducted through the choice-based conjoint model. Based on the results, the research estimates consumers' relative product-related priorities as well as price levels and willingness to pay (WTP) for different product types, and makes suggestions regarding consumer-oriented new product development and progressive directions for the successful launch of health foods and supplements. Research design, data, and methodology - This study aims to define the attributes of health foods and supplements based on several characteristics including their natural ingredients, product price, product originality, natural ingredient content, and additional functional ingredients, and makes suggestions regarding strategic market pricing and product development for health foods and supplements according to customer attitudes and characteristics. The research used choice-based conjoint analysis methodology based on the Multinomial Logic Model and collected 94 questionnaires filled out by users of Korean Vitamin C supplements. Results - Product price is the most influential factor among the five analyzed properties. When consumers buy Vitamin C products, the relative significance level of four of the examined properties is as follows: 40.9% for product price, 23.3% for product originality, 21.9% for natural ingredient content, and 13.9% for additional functional ingredients. Vitamin C content is excluded as it is not a statistically significant factor. It is interesting that supplement manufacturers and retailers consider Vitamin C content to be very important whereas consumers do not regard it as an important factor at the time of purchase. The results for the marginal willingness to pay (MWTP) for each property of Vitamin C supplements show that consumers are willing to pay an additional 11,146 Korean won for a 50% increase in the natural ingredient content. With regard to product originality, consumers are willing to pay an additional 11,301 Korean won for products manufactured in Europe than for products manufactured in China. Moreover, consumers show a greater preference for products manufactured in Korea than in Europe. However, consumers are not willing to pay more for additional Vitamin C or additional functional ingredients added to Vitamin C products. Conclusions - According to the results of consumer research on Vitamin C supplements, which represent a popular health food supplement in Korea, most Korean health food and supplement companies are not consumer- or market-oriented when developing new products. Companies gather information from either R&D specialists or sales managers and their opinions are highly reflected in new product development. The study's results will help companies recognize the importance of understanding consumers' unmet needs in advance to develop new products in the future.