Chengyan Yue

Dr. Chengyan Yue specializes in horticultural marketing by developing and applying experimental and behavioral economics methods to explore the market potential for horticultural products. This sector contributes to local and regional economies around the country. In addition, consumer choices about the food they eat – especially about the consumption of fresh fruits and vegetables – are recognized to be of great significance for health outcomes. By better understanding consumer and other stakeholder (breeder, producer, market intermediary and retailer) preferences, Dr. Yue’s research provides important guidance and implications for marketing horticultural products in strategic ways, which can greatly increase the products’ success in the marketplace. Working with researchers and industry stakeholders from multiple disciplines inspires Dr. Yue to design unique and innovative research topics and approach them in non-traditional ways.