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Jong-woo Choi

Seoul National University · Agricultural and Biological Sciences

About the Lab

Professor Jong-woo Choi's research lab specializes in food and agricultural economics, with a focus on consumer behavior, food safety regulations, and sustainable agricultural practices. The lab investigates how extrinsic factors—such as country of origin, labeling, and MRL (Maximum Residue Limit) standards—affect consumer willingness to pay and food import dynamics, particularly in relation to vegetables and wine. It also explores stakeholder preferences in agricultural product development, using choice experiments and econometric modeling to inform breeding priorities and market equilibrium. The lab integrates behavioral economics with agricultural policy to support evidence-based decision-making in food systems.

consumer behaviorfood safety regulationswillingness to payagricultural economicschoice experiments

Research Overview

Papers
25
Total Citations
126
Papers (5y)
15
Primary Field
Agricultural and Biological Sciences

Research Output Trend

Figures are computed from collected data and may differ slightly.

Publications per year (5y)
15total
2022
2023
2024
2025
2026
Citations per year (5y)
4total
20222023202420252026

Selected Papers

15
1
Article|70 citations·2002
Inverter output voltage synthesis using novel dead time compensation
Jong Woo Choi, Sung Il Yong, Seung Ki Sul

In this paper, a novel dead time compensation method is presented which produces inverter output voltages equal to reference voltages. The experimental result is also presented to demonstrate the validity of the proposed method. It shows that the compensation of the distorted voltage is possible up to sub-microsecond range. The reference voltage can be used as a feedback value, which is essential for sensorless vector control and flux estimation. The method is based on space vector PWM strategy

Electrical and Electronic EngineeringEngineering
2
Article|22 citations·2018
Effect of extrinsic cues on willingness to pay of wine
Won Fy Lee, William C. Gartner, Haiyan Song, Byron Marlowe, Jong Woo Choi, Bolormaa Jamiyansuren
SJR Q1British Food JournalOA

Purpose The purpose of this paper is to examine the effect of extrinsic cues on wine consumer’s willingness to pay (WTP) based on a blind tasting experiment conducted in Hong Kong. Design/methodology/approach Using data from a three-stage blind wine tasting experiment, the authors examine how an average consumer’s WTP for a bottle of wine changes as a result of knowing prior to tasting extrinsic information such as the country of origin or grape variety of an otherwise identical product. Finding

Tourism, Leisure and Hospitality ManagementBusiness, Management and Accounting
3
Article|10 citations·2017
Investigating the impact of maximum residue limit standards on the vegetable trade in Japan
Jong Woo Choi, Chengyan Yue
SJR Q2The International Food and Agribusiness Management ReviewOA

Countries have become increasingly concerned about the safety of their food. Many countries have imposed standards on both domestically produced and imported food. In particular, countries have implemented regulations to control the quantity and quality of vegetable imports. Maximum Residue Limit (MRL) standards are one of the main restrictions adopted by numerous countries. Japan has one of the strictest MRL standards in the world. This study builds on previous studies to explore the impact of

General Economics, Econometrics and FinanceEconomics, Econometrics and Finance
4
Article|8 citations·2017
Estimation of market equilibrium values for apple attributes
Jong Woo Choi, Chengyan Yue, James J. Luby, Shuoli Zhao, Karina Gallardo, Vicki McCracken, Jim McFerson
SJR Q1China Agricultural Economic Review

Purpose Development of new cultivars requires extensive genetic knowledge, trained personnel, and significant financial resources, so it is crucial for breeders to focus on the attributes most preferred by the key supply chain stakeholders such as consumers and producers. The purpose of this paper is to identify which attributes generate the highest total revenue or social surplus, information that breeders can take into account as they allocate resources to focus on attributes in their breeding

Economics and EconometricsEconomics, Econometrics and Finance
5
Article|8 citations·2017
Estimating Strawberry Attributes’ Market Equilibrium Values
Jong Woo Choi, Chengyan Yue, James J. Luby, Shuoli Zhao, Karina Gallardo, Vicki McCracken, Jim McFerson
SJR Q2HortScienceOA

We conducted choice experiments with both strawberry producers and consumers. Consumer and producer willingness to pay (WTP) for the fruit attributes were estimated using mixed logit models. Through simulation using the mixed logit model results, we derived the market equilibrium prices, supply and demand curve, as well as quantities demanded and supplied for every fruit attribute. We found the highest equilibrium price was for strawberry internal color followed by flavor. Strawberry breeders ca

Plant ScienceAgricultural and Biological Sciences
6
Article|2 citations·2023
Profit Turnover Strategies and Future Directions for Coupang - Focusing on Logistics and Delivery
Ye Jin CHO, Jong Min BAEK, Jung Ho KIM, 최종우

Purpose: Coupang's profitability ratio has historically been low. However, both Coupang's sales and profitability started to improve in 2022. This paper aims to discuss Coupang’s strategy for turning itself into a profitable business. Research design, data and methodology: Coupang is the company with the largest sales among the various domestic early-morning delivery companies and the only company with a surplus. It's shift into profitability will definitely have a big ripple effect on the early

7
Article|2 citations·2021
An analysis of food culture and technology acceptance for youth: Using a choice experiment and a latent class model
Jae Eun You, Jong Woo Choi
SJR Q2Managerial and Decision Economics

The difference in the degree to which consumers accept a new culture depends on a variety of factors that affect each consumer. In order to grasp the acceptance of new food, it is necessary to consider both internal and external influence factors on food acceptance. The experiment was carried out three times with imported potato chips and domestic potato chips that can be easily accessed. Then, we investigated marketing strategies by using the “choice experiment” analysis methodology to identify

Plant ScienceAgricultural and Biological Sciences
8
Article|2 citations·2017
An Analysis of Determinants for Korean Spray Rose Purchase in China
kyungphil Kim, Jong Woo Choi, Sanghyo Kim, Jung‐Hoon Han, Seung-Ju Lim
Journal of Korean Society of Rural Planning
Food ScienceAgricultural and Biological Sciences
9
Article|2 citations·2024
Understanding the Consumption of Plant-Based Drink in South Korea: Drinking Situations and Food Pairings
Hyeon-Jeong Lee, Dongmin Lee, Jong Woo Choi, Junghoon Moon
SJR Q2Journal of International Food & Agribusiness Marketing

This study aims to investigate how consumption situations, consumer characteristics and food pairing patterns differ based on milk selection, namely cow milk and plant-based drink, using food diary data (117,728 cases). The consumer characteristics and drinking situations of milk and plant-based drink were analyzed using probit model, and food pairing patterns of milk and plant-based drink were analyzed using decision tree analysis. Plant-based drink consumers are more likely to be older, female

Plant ScienceAgricultural and Biological Sciences
10
Article|0 citations·2026
The local food paradox: why sustainable food advocates resist controlled environment agriculture
Jae Eun You, Jong Woo Choi
SJR Q2Cogent Food & AgricultureOA

Smart farms use advanced technologies to grow crops indoors without soil, offering environmental benefits such as reduced transportation distances and lower water consumption. However, consumers who prefer local food may resist these products. This study examines this ‘local food paradox’ among South Korean consumers. We surveyed 1,247 consumers and used latent class analysis to identify distinct consumer groups based on their technology acceptance, resistance to food technology, and local food

Plant ScienceAgricultural and Biological Sciences
11
dataset|0 citations·2026
Technical Efficiency of Irrigation Systems in Uzbekistan
Jong Woo Choi, Diana Nogay
Zenodo (CERN European Organization for Nuclear Research)OA

This dataset contains regional panel data for Uzbekistan covering the period 2020–2023. The data were used to estimate technical efficiency of irrigation systems using Data Envelopment Analysis (DEA) and second-stage regression analysis. The dataset includes variables related to irrigation water use, land (proxied by land tax), labor, agricultural outputs (cotton and wheat), and climatic conditions (precipitation and temperature). Data sources include national statistical agencies.

12
Article|0 citations·2026
The local food paradox: why sustainable food advocates resist controlled environment agriculture
Jae Eun You, Jong Woo Choi
FigshareOA

Smart farms use advanced technologies to grow crops indoors without soil, offering environmental benefits such as reduced transportation distances and lower water consumption. However, consumers who prefer local food may resist these products. This study examines this ‘local food paradox’ among South Korean consumers. We surveyed 1,247 consumers and used latent class analysis to identify distinct consumer groups based on their technology acceptance, resistance to food technology, and local food

Plant ScienceAgricultural and Biological Sciences
13
Article|0 citations·2023
Regional Revitalization through the Expansion of Smart Agriculture
Jae Eun You, Jong Woo Choi, Boo Won Seo
International Journal of Membrane Science and TechnologyOA

This study investigates the impact of regional innovation initiatives on economic development in South Korea. Through a comprehensive analysis, the study demonstrates a compelling relationship between regional innovation efforts and positive economic outcomes. Key findings reveal that regional innovation activities led to significant improvements in the region's economic prowess, as evidenced by increased GRDP, investment levels, and average monthly wages. Research and development (R&D) expe

Management, Monitoring, Policy and LawEnvironmental Science
14
Article|0 citations·2022
The effects of government subsidies according to the financial status of start-ups: Focusing on Moral Hazard of Smart Technology Entrepreneurs in the edible insect industry
Jae Eun You, Jong Woo Choi
SJR Q2Asian Journal of Technology Innovation

The purpose of this study is to investigate the efficiency of smart farm facilities of insect business entities. A questionnaire was conducted to investigate the actual conditions of smart farm edible insect business entities. A survey of 500 edible insect farms, all of which raised insects within 7 years of establishment, was conducted, and all of them raised insects in smart farm facilities. First, after dividing the smart farm into three levels, efficiency was measured. In particular, efficie

MarketingBusiness, Management and Accounting
15
Article|0 citations·2025
A Study on the Success Factors of Local Agricultural Shopping Mall 'Saiso' - From a platform sustainability perspective
백종민, 최종우

Since 2020, online sales of agri-food products have increased significantly, with public shopping malls showing notable differences in performance depending on the administrative and operational capabilities of local governments. This study aims to derive practical and policy implications by analyzing the case of Gyeongsangbuk-do’s ‘Saiso,’ a local government-run agricultural platform that has demonstrated stable and continuous growth. The research identifies three major strategies that contribu

Research Areas

Plant ScienceEconomics and EconometricsElectrical and Electronic EngineeringTourism, Leisure and Hospitality ManagementGeneral Economics, Econometrics and FinanceFood Science

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