식생활 라이프스타일과 프리미엄 생수 간의 영향관계분석: 조건부가치평가법을 적용하여

This study aimed to evaluate the economic value of developing premium bottled water in Korea with global competitiveness and to analyze and identify determinants. To achieve the purpose of the research, 540 valid samples of men and women aged 19 and over were collected through a survey and analyzed using conditional valuation method. The result is a below: First, this research analyzes premium bottled water in economics and represents a variety of research while previous research has focused on chemistry and design packaging. Second, It is demonstrated that water is a essential goods because social-economic features are not significant at all. Third, food related lifestyle factors which are separated as health-seeking, taste-seeking, price-seeking are positively significant except price-seeking factor. Moreover, consuming behavior variable related to bottled water are also positively significant. Last, they are willing to pay additionally 887 KRW for premium bottled-water as this study estimates respondents’ additional payment by willingness to pay truncated means. Developing new premium bottled-water considering health and taste can not only increase domestic consumers but also enhance competitiveness in world bottled-water market and produce bigger economic profit increase domestic consumers and competitiveness in world water market. Further research can figure out the relationship between environmental factors and a consumption of bottled-water, find the meaningful result by analyzing demand regarding countries and applying different demand model, Poisson.