I am a Professor in the Department of Consumer Science and the Convergence Program for Social Innovation at Sungkyunkwan University. I also serve as the director of the Center for Sustainability and Empowerment, and lead the CIS Lab (Consumer Insight & Sustainability).

Since joining Sungkyunkwan University in 2017—after serving as an assistant professor at Chungbuk National University—I have been deeply engaged in exploring the diverse dimensions of consumer well-being and the social values embedded in consumption. I earned my Ph.D. in Consumer Science from Sungkyunkwan University, where I continue to develop research connecting consumer needs, behavior, and sustainability.

My research focuses on understanding how empowered consumers can become proactive participants in sustainability, particularly through grassroots climate action and civic engagement. I conduct empirical studies on how consumer agency translates into real-world sustainable practices, and how such practices can shape meaningful citizenship behaviors.

In parallel, I actively collaborate with industry partners to bridge consumer insight and corporate innovation, aiming to ensure that consumer voices contribute to shared value and co-prosperity between companies and society. Through these efforts, I advocate for consumer sovereignty as a practical and ethical foundation for business and policy.

Beyond academic research, I serve on governmental committees and participate in national policy research projects. My work seeks to translate consumer and citizen demands into actionable frameworks that influence policy, markets, and social change. I view my role as a connector—linking consumers’ lived experiences to institutional responses and sustainable transformation.

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