The paper presents a case of PIMFY-ism concerning the introduction of wind turbines into a local place. Our observation made for Jeju Island (South Korea) contrasts tothe previous findings that report local resistance to wind turbine construction. The island has been a mecca for wind farm construction for the last decade in Korea. The island’s plenty of wind was a challenge to islander’s livelihood activities in the past but it has now turned to be an economicsource for supporting villagers through compensation arrangements. By highlighting two case studies, we made it clear social process by which wind turbine construction projects were negotiated and implemented. Our study pointed to the significanc of an economic situation of a local place in shaping local attitudes to wind energy investment.

The paper examined empirically environmental beliefs among Jeju women in South Korea by analyzing survey data collected in 1999. The findings indicate that 58 per cent of Jeju women held pro-environmental beliefs that were measured with the Revised New Ecological Paradigm Scale. Environmental beliefs being structured with four dimensions in the mind of Jeju women educational attainment proved a significant determinant for the two belief dimensions: human’s excessive involvement in nature and human superiority over nature. Those with higher educational attainment agreed strongly with the belief in human’s excessive involvement in nature whereas rejecting the belief in human superiority over nature.