Research

• Strategic Redundancies in Sustainability Labels and Claims: Do They Inform or Mislead Consumers? (Job Market Paper) (with K. Kiesel)

This paper examines how consumers respond to potentially redundant claims (e.g., non-GMO) added to packages or grocery shelves when labels promoting credence attributes about sustainable production practices are already in place (e.g., USDA organic seal). Using unique scanner data and collected detailed labeling information, we define and analyze three types of redundancies in sustainability-related messaging: a) statements that restate information already communicated by another label; b) characteristics promoted through shelf displays that are already promoted via statements on product packages; and c) statements that emphasize attributes present or absent in all products in a given category. Our results suggest that the USDA organic seal substantially increases sales, underscoring its credibility and broad appeal to consumers. However, we also find that its effectiveness varies across product categories and depends on the absence or presence of other statements made on packages or the shelf. Our analyzed redundant statements (e.g., non-GMO, Local shelf talkers, vegan claims) do not provide additional information, but nonetheless affect purchasing decisions. Additionally, we find that price promotions are the most effective way to capture consumers' attention and compete with labels and claims at the point of sale. We conclude by arguing that labeling effects cannot be analyzed in isolation. The influence of food labels and claims depends on how manufacturers and retailers strategically position and promote their products in response to consumers' product-specific associations. Consequently, policymakers should consider integrated policy measures that coordinate labeling and in-store information provision, rather than regulating or designing these elements separately.

• Complementarity or Substitutability of Positive Sustainability Messaging in Modern Retail Markets: Can Certified Labels Better Inform Consumers than Manufacturer and Retailer Claims? (with K. Kiesel)
• Affordable Sustainability? Can Marketing Messages Improve Market Access for Regional Producers and Better Serve Rural Consumers? (with K. Kiesel)

Technical Reports Conducted at Korea Rural Economic Institute (KREI)

My research at the Korea Rural Economic Institute (KREI) has centered on supporting sustainable agricultural production by evaluating agricultural and environmental policies related to climate change, extreme weather events, drought resilience, and sustainable resource use. Through a series of national projects, I have conducted economic evaluations to inform evidence-based policymaking and explored strategies such as greenhouse gas mitigation and adaptation, and integrated water-energy-food systems to strengthen agricultural sustainability.

[1] Jeong, H., J. Sung, and H. Lee (2019): “The Effects of Extreme Events on Korean Agricultural Sector.” Korea Rural Economic Institute.

[2] Sung, J., W. Cho, H. Lee, and K. Kang (2019): “Development of Economic Assessment Model for Water-Energy-Food Nexus Platform and Evaluation Agricultural Policies Based on Water-Energy-Food Nexus (Year 2 of 2).” Korea Rural Development Administration.

[3] Chae, G., H. Kim, Y. Lim, and H. Lee (2019): “Study on Appropriate Prices of Water Supply for Permission to Use Agricultural Production Facilities.” Korea Rural Community Cooperation.

[4] Chae, G., J. Sung, and H. Lee (2019): “Technology Development to Prevent Regional Mega-Drought (Year 1 of 3).” National Disaster Management Research Institute.

[5] Jeong, H., Y. Lim, H. Lee, and K. Kang (2019): “Study on the Development of Standardization Technology of Minimum Tillage Method for Greenhouse Gas Reduction Paddy Soil.” Korea Rural Development Administration.

[6] Jeong, H., J. Sung, Y. Lim, and H. Lee (2018): “The Impact of the New Climate Regime on the Agriculture, Livestock, and Food Sectors and Countermeasures (Year 2 of 2).” Korea Rural Economic Institute.

[7] Sohn, H., H. Kim, and H. Lee (2018): “A Study on Establishing an Information System for Agri-Environmental Resource Management.” Korea Rural Economic Institute.

[8] Lim, Y., H. Jeong, H. Lee, and B. Kim (2018): “A Study on the Introduction of Regional Policy for Agricultural Environment Management.” Korea Ministry of Agriculture, Food and Rural Affairs.

[9] Lim, Y., H. Lee, and S. Cheu (2018): “Environment-Friendly Agriculture Policy Evaluation and its Paradigm Shift.” Korea Ministry of Agriculture, Food and Rural Affairs.

[10] Sung, J., W. Cho, H. Lee, and K. Kang (2018): “Development of Economic Assessment Model for Water-Energy-Food Nexus Platform and Evaluation Agricultural Policies Based on Water-Energy-Food Nexus (Year 1 of 2).” Korea Rural Development Administration.

[11] Lee, S., J. Sung, Y. Lim, and H. Lee (2017): “The Impact of the New Climate Regime on the Agriculture, Livestock, and Food Sectors and Countermeasures (Year 1 of 2).” Korea Rural Economic Institute.

[12] Chae, G., H. Sohn, and H. Lee (2017): “Study on the Effects of Designating Farmlands with Unfavorable Conditions and Measures for Improvement.” Korea Ministry of Agriculture, Food and Rural Affairs.

[13] Chae, G., J. Sung, H. Lee, and B. Kim (2017): “The Study on the Estimation of Damages from Agricultural Drought.” Korea Rural Community Cooperation – Rural Research Institute.

Technical Reports Conducted at Seoul National University

My work at Seoul National University encompasses comprehensive analyses of national agricultural support policies and region-specific development strategies. These efforts aim to support evidence-based policymaking and promote sustainable agricultural development at both national and regional levels.

[1] Lee, T., K. Kim, J. Im, D. An, M. Lee, S. Min, H. Lee, and S. Lee (2016): “Agricultural Policy Analysis and Evaluation on Direct Payment Program.” Korea Ministry of Economy and Finance.

[2] An, D., Y. Kim, and H. Lee (2016): “Estimating an Economic Value of Current and Improved Weather Forecasts in South Korea.” Korea Meteorological Administration.

[3] Kim, K., D. An, H. Lee, and W. Jeon (2016): “Economic Impact of Climate Change in South Korea based on a Newly Developed Climate Change Scenario called Shared Socio-Economic Pathway 2 (SSP2).” National Institute of Environmental Research.

[4] An, D., K. Kim, Y. Ha, and H. Lee (2015): “Analysis for Generating New Income Resources of Livestock Farms by Developing a Horse Industry in Uiseong-gun.” Uiseong-gun.

[5] An, D., K. Kim, J. Im, Y. Kim, K. Han, Y. Jung, and H. Lee (2015): “Research and Evaluation on the Promotion Plan of Plum Industry in Gwangyang-si.” Gwangyang-si.