JongRoul Woo
Korea University · Engineering
About the Lab
Professor JongRoul Woo's research lab specializes in energy economics, environmental policy, and behavioral economics, with a strong focus on public attitudes toward energy infrastructure, particularly nuclear, renewable, and fossil fuel power plants. The lab investigates social acceptance, risk perception, and NIMBY (Not In My Backyard) dynamics using advanced econometric methods such as contingent valuation, multivariate probit models, and discrete choice experiments. A key research direction involves quantifying consumer willingness to pay for energy transitions and privacy protection in big data environments, emphasizing the economic valuation of personal information and sustainable policy design.
Research Overview
Research Output Trend
Figures are computed from collected data and may differ slightly.
Selected Papers
15Purpose – The purpose of this paper is to explore the factors determining which communication mediums influence a given consumer deciding to purchase a specific product. Design/methodology/approach – Using a consumer survey and a multivariate probit (MVP) model, the authors explore consumer information searches related to purchases in nine categories: milk, instant noodles, shampoo, mobile phones, televisions, cars, mobile communication services, credit card services, and life insurance. Finding
South Korea is facing difficulties securing sufficient generating capacity to meet its rapidly growing electricity demand because of public opposition to new power plants. Therefore, considering public attitudes toward energy supply facilities is crucial to implement a national energy plan. In this study, we empirically analyze South Korean attitudes, perceptions, and ideology factors related to building new fossil fuel, nuclear, and renewable energy power plants. We find that fossil fuel and nu
Research Areas
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