University of Minnesota
College of Food, Agricultural and Natural Resource Sciences
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Department of Horticultural Science

HORT-IMG-Chengyan YueChengyan Yue

On sabbatical through July, 2013

Marketing & Trade
Associate Professor, Todd and Barbara Bachman Endowed Chair
2011-2013 McKnight Land-Grant Professor




Dr. Yue's current research emphasizes analysis of horticultural product trade and marketing, development of estimation methodology of technical barriers to trade, evaluation of alternative strategies for addressing statewide and national demand for, and distribution of, horticultural crops through the application of marketing and economic principles and tools.


Chengyan Yue., Terrance Hurley and Neil Anderson. 2012. "Heterogeneous Consumer Preferences for Native and Invasive Plants: Evidence from Experimental Auctions". Accepted by HortScience.  

Ribra, Luis, Chengyan Yue, and Rodney Holcomb. 2012. "Geographic Impacts on U.S. Agriculture of the 2010 Dietary Nutrition Guidelines." Accepted by Choices.

Behe, Bridget., Kristin Getter and Chengyan Yue. 2012. "Should you blame the weather?  The influence of weather parameters, month, and day-of-week on Spring herbaceous plant sales in the U.S. Midwest." Accepted by HortScience.

Grebitus, Carola, Chengyan Yue, Maike Bruhn and Helen H. Jensen. 2012. “Perceived quality in organic and conventional pork markets in Germany” Food Economics. 2011( 8): 187-199.

Liu, Lana and Chengyan Yue. 2012. “Investigating the impact of SPS standards on trade using a VES model.” European Review of Agricultural Economics 39: 511-528.

Chengyan Yue., Terrance Hurley and Neil Anderson. 2011. “Do Native and Invasive Labels Affect Consumer Willingness to Pay for Plants? Evidence from Experimental Auctions.” Agricultural Economics 42(2):195-205.

Guo, Xiaofang, Chengyan Yue, and Charles Hall. 2011. “Investigating Factors Affecting the U.S. National Nursery Trade: the Implications of a Gravity Model.” Accepted by HortScience.

 Rihn, Alicia, Chengyan Yue, Bridget Behe and Charles Hall. 2011. “Generations X and Y Attitudes towards Fresh Flowers as Gifts: Implications for the Floral Industry.” Accepted by HortScience.

Chengyan Yue., Jennifer Dennis, Bridget Behe, Charles Hall, Benjamin Campbell, Roberto Lopez. 2011. "Investigating Consumer preference for organic, local, or sustainable plants.” Accepted by HortScience.

 Chengyan Yue. and Cindy Tong. 2011. “Consumer preferences and willingness to pay for existing and new apple cultivars: evidence from apple tasting choice experiments” Accepted by HortTechnology.

Frode Alfnes, Chengyan Yue, and Helen H. Jensen. 2010. “Cognitive dissonance as a means of reducing hypothetical bias.” Accepted by European Review of Agricultural Economics.

Chengyan Yue, Charles R. Hall,  Bridget K. Behe, Benjamin L. Campbell, Jennifer H. Dennis, Roberto G. Lopez. 2010. “Are consumers willing to pay more for biodegradable containers than for plastic ones? Evidence from hypothetical conjoint analysis and non-hypothetical experimental auctions.” Accepted by Journal of Agricultural and Applied Economics.

Chengyan Yue and Charlie Hall. 2010. “Traditional or Specialty Cut Flowers? Estimating U.S. Consumers’ Choice of Cut Flower Varieties at Non-calendar Occasions.” HortScience 45(3): 382-386.

Charlie Hall, Benjamin L. Campbell. Bridget Behe, Chengyan Yue, Roberto G. Lopez, and Jennifer Dennis. 2010. “The Appeal of Biodegradable Packaging to Floral Consumers.” HortScience 45(4): 583-591.

Chengyan Yue, Carola Grebitus, Maike Bruhn and Helen H. Jensen. 2010. Marketing Organic and Conventional Potatoes in Germany. Journal of International Food & Agribusiness Marketing 22: 164-178.

Chengyan Yue and Bridget Behe. 2010. “Consumers’ Preference for Cut-flower Color on Calendar and Non-calendar Occasions.” HortScience 45(1):78-82.

Chengyan Yue and John Beghin. 2009. “The Tariff Equivalent and Forgone Trade Effects of Prohibitive Technical Barriers to Trade.” American Journal of Agricultural Economics 91(4): 930-941.

Lan Liu and Chengyan Yue. 2009. “Non-tariff Barriers to Trade Caused by SPS and Customs Procedures with Product Quality Changes.” Journal of Agricultural and Resource Economics 34(1):196-212.

Chengyan Yue and Cindy Tong. 2009. “Organic or Local? Investigating Consumer Preference for Fresh Produce Using a Choice Experiment with Real Economic Incentives.” HortScience 44(2): 366-371.

Chengyan Yue, Frode Alfnes and Helen H. Jensen. 2008. “Discounting Spotted Apples: Investigating Consumers’ Willingness to Accept Cosmetic Damage in an Organic Product.” Journal of Agricultural and Applied Economics 44(2): 366-371.

Bridget K. Behe, Brittany Harte, and Chengyan Yue. 2008. “Online gardening search activities and purchases.” J. Environ. Hort. 26(4): 210-216.

Chengyan Yue and Bridget K. Behe. 2008. “Estimating U.S. Consumers’ Choice of Floral Retail Outlets.” HortScience 43(3):764-769.

Chengyan Yue, Helen H. Jensen, Daren S. Mueller, Gail R. Nonnecke, Mark L. Gleason. 2007. “Estimating consumers' valuation of organic and cosmetically damaged apples”. HortScience 42(6):1366–1371.

Chengyan Yue, John Beghin and Helen H. Jensen. 2006. “Tariff Equivalent of Technical Barriers to Trade with Imperfect Substitution and Trade Costs” American Journal of Agricultural Economics 88(4): 947-960.


On sabbatical through July, 2013

458 Alderman Hall
1970 Folwell Avenue
St. Paul, MN 55108

Phone: 612.626.3974