About

Professor Chengyan Yue holds the Bachman Endowed Chair in Horticultural Marketing at the University of Minnesota Twin Cities. Her research focuses on two major trans-disciplinary areas: horticultural marketing and global horticultural trade. She investigates consumer preferences and stakeholder behaviors related to horticultural products, utilizing experimental methods such as eye-tracking, experimental auctions, and choice experiments, as well as behavioral models like hyperbolic discounting and prospect theory. Her work provides important guidance and implications for marketing horticultural products strategically to enhance their success in the marketplace. In addition, Professor Yue's research addresses issues in international horticultural trade, particularly the impact of trade standards and regulations on global commerce. Her studies analyze how differing standards among countries influence trade disputes and how economic models can be applied to measure these standards' effects, offering policy insights for trade standards setup and dispute resolution. Her outreach program is fully integrated with her research, engaging with industry stakeholders to understand their needs and challenges, which in turn informs her research topics. Her contributions significantly influence local, national, and international horticultural marketing and trade policies.

Research topics

• Agronomy
• Business
• Biology
• Economics
• Biotechnology
• Microeconomics
• Horticulture
• Computer Science
• Agricultural science
• Agricultural economics
• Finance
• Risk analysis (engineering)
• Econometrics
• Botany
• Financial economics
• Ecology
• Genetics
• Geography
• Environmental science
• Marketing

Selected publications

• Investigating Us Potato Farmers’ Preferences for True Potato Seeds

  SSRN Electronic Journal · 2025-01-01

  preprintOpen access
  PublisherDOI

• Greenhouse and Nursery Producers Have Optimistic Outlook Toward Adoption of Plasma-activated Water in Young Plant Production

  HortTechnology · 2025-08-29

  articleOpen access

  Cold atmospheric plasma applied to water results in a multitude of direct and indirect chemical reactions at the interface, generating a solution referred to as plasma-activated water (PAW), which is rich in reactive nitrogen and oxygen species and has been shown to enhance several processes important to seed germination and seedling production. More specifically, a growing body of research supports the role of PAW in augmenting the seed germination rate and uniformity. Additionally, PAW has been shown to enhance growth and vigor of crop seedlings. In 2023, a survey was launched to ascertain information about the current knowledge of and interest in this technology and, upon discovery, gauge plant producers’ willingness to learn about and adopt PAW in their own operations. Responses from young plant producers were collected between Aug 2023 and Mar 2024 using an anonymous survey. Of the 82 respondents, only 18% were aware of PAW. Despite its obscurity, 78% indicated that they were interested in learning more about PAW and 55% were in favor of trying PAW in their cultural practices. Farmers growing in larger production areas, using indoor vertical farms, or producing herb crops were among the most inclined to learn about and try PAW to enhance their production. Additionally, the frequency with which farmers have experienced poor seed germination positively correlated with overall willingness to try PAW.

  PublisherDOI

• The Impact of Information and Treatment of Jumping Worms on Consumer Willingness to Buy Potted Plants

  HortScience · 2025-08-05

  articleOpen access

  Jumping worms [ Amynthas (Kinberg) spp.], an emergent invasive species group native to East-Central Asia, threaten the health of temperate ecosystems and the livelihood of the plant production industry in the United States. Aptly named because of their characteristic and distinctive ability to thrash, these invasive annelids contribute substantial alterations to soil structure and nutrient dynamics in temperate forests and potted plants. Their impact on the physical and chemical properties of native soils results in plant health decline and leads to biodiversity loss of flora and fauna. An unintentional, yet predominant, vector of the spread of jumping worms throughout the United States is through horticultural materials such as mulch, potting media, compost, and potted plants. Although controlling the spread of these invasive worms is a forefront goal of producers and regulatory authorities in the green industry, there is surprisingly little knowledge about consumer awareness of the worms and their willingness to purchase horticultural products infested with, or treated for, jumping worms, which may help inform management of plant production and sales in the green industry. The objectives of our study were to examine how purchasing decisions are affected by consumer awareness and jumping worm treatment information. To achieve this, an online survey was conducted with a diverse sample of 925 of 1000 consumers in the United States to gauge their awareness and knowledge of jumping worms, gardening habits, and demographic profile. Participants were asked questions about worm knowledge and their willingness to buy treated potted plants before and again after being provided with jumping worm information. The study revealed a significant decrease in willingness to buy untreated potted plants after participants were informed about the detrimental effects of jumping worms. Furthermore, consumer willingness to buy treated potted plants increased when participants were informed about potential jumping worm treatment options. The findings of our study underscore the pivotal role of awareness and information in shaping consumer decisions regarding potted plants amid jumping worm infestations. These insights are essential for formulating effective communication and treatment strategies to mitigate the impact on ecosystems and the green industry.

  PublisherDOI

• Willingness to Pay with Reference-dependent Preferences: A Comparative Analysis of Attribute-based and Alternative-based Approach

  Journal of Agricultural and Applied Economics · 2025-02-20 · 1 citations

  articleOpen accessCorresponding

  Abstract Consumer preferences are often influenced by reference-dependent preferences. This study investigates the influence of reference-dependent preferences on the estimation of willingness to pay (WTP) for table grape attributes elicited by a second-price auction. We evaluate two models: the attribute-based reference dependence model, where individuals compare the target product’s attributes with their favorite ones, and the alternative-based reference dependence model, where comparisons are made with a reference product. Results show that including reference points impacts the WTP estimation for different attributes, with varying levels of loss aversion, suggesting the attribute-specific influence of reference points.

  PublisherOA PDFDOI

• Investigating US potato farmers’ preferences for true potato seeds

  Journal of Agriculture and Food Research · 2025-07-22

  articleOpen accessCorresponding

  This research examines US farmers’ preferences for true potato seeds (TPS). An online survey was developed and posted on potato farmers' associations’ websites and newsletters. In total, 56 surveys were completed. Participants were from Minnesota, North Dakota, Wisconsin, Washington, Oregon, Idaho, and New Mexico. Only 12.5% of participants used TPS to grow potatoes. The survey data is analyzed by a mixed logit model. The results show that most farmers are not very knowledgeable about true potato seeds. In the current situation, seed type is not essential, and what matters most is the yield and size of potatoes. Participants indicated a willingness to pay $7.24 less for potato seeds associated with a 20% yield loss compared to those with a 10% yield loss. Additionally, participants expressed a willingness to pay $7.16 and $3.94 more, respectively, for potato seeds that produce potatoes with compositions of 90% Grade A potatoes and 10% Grand B potatoes, and 80% Grade A potatoes and 20% Grand B potatoes, as opposed to seeds producing potatoes with a composition of 70% Grade A potatoes and 30% Grand B potatoes. Labor input, pesticide/fungicide input, and greenhouses for growing seedlings are important factors to consider when farmers choose between true potato seeds and tuber seeds. Based on our findings, we provided policymakers and stakeholders suggestions for promoting TPS, including holding TPS education, evaluating the need for a TPS certification system, and addressing farmers' priorities. • Most U.S. potato growers surveyed had limited knowledge of True Potato Seeds. • Growers placed the highest importance on potato yield and tuber size • Concerns about labor needs, pesticide use and the need for greenhouse infrastructure are barriers

  PublisherDOI

• Consumer Preference for Novel Local Food: A Case Study on Cold-hardy Table Grape Cultivars

  HortTechnology · 2025-07-11

  articleOpen access

  This study investigates consumer preferences and willingness to pay (WTP) for novel local food, specifically focusing on cold-hardy table grape cultivars. We conducted the second-price auction with 99 Minnesota participants to compare their preferences and WTP for five newly developed cold-hardy table grapes and three existing warm-climate table grapes. Comparing participants’ bids for novel cold-hardy table grapes to existing warm-climate table grapes, we construct three segment groups: “like all new grapes,” “mixed,” and “dislike all new grapes.” The majority of participants (81%) belong to “like all new grapes” and “mixed” groups, indicating a potential market opportunity for the novel local cold-hardy grape cultivars. We also conduct WTP estimates for each table grape cultivar. In addition, by examining the differences in attribute ratings, sociodemographics, table grape purchasing behaviors, and attitudes toward novel foods among three groups, we provide valuable insights into factors that influence consumer WTP for these novel local cold-hardy table grapes and discuss corresponding strategies for promoting and expanding the market.

  PublisherDOI

• The Economic Cost of Winter Injuries on Golf Courses in North America

  HortScience · 2025-07-21

  articleOpen access1st authorCorresponding

  Golf courses in North America experience occasional damage from winter injuries. This damage can sometimes be very severe, resulting in substantial financial impacts. Winter damage to turfgrass surfaces affects golf course finances in three primary ways: winter injury prevention costs, additional costs of inputs to recover from winter injuries, and revenue losses due to delayed openings. We conducted a survey of golf course superintendents in North America to assess the economic impact of winter injuries. The survey collected data on the causes of winter injuries, the extent of damage across the golf course, and management practices that were employed. We found that, on average, the cost of preventing winter injuries was between $12,000 and $17,999 annually per golf course, and additional costs of inputs to recover from winter injury ranged from $6000 to $8999. The revenue losses due to delayed openings, ranging from $3000 to $8999 per golf course, further emphasize the far-reaching consequences of winter injuries.

  PublisherDOI

• Willingness to Pay with Reference-dependent Preferences: A Comparative Analysis of Attribute-based and Alternative-based Approach – CORRIGENDUM

  Journal of Agricultural and Applied Economics · 2025-07-03

  erratumOpen accessCorresponding
  PublisherOA PDFDOI

• Do the dollars make sense for woody ornamental cultivar development in a university setting?

  Acta Horticulturae · 2025-06-01

  articleSenior author
  PublisherDOI

• Cultivating connections: Framing turfgrass as a thriving social–ecological–technological system

  Crop Science · 2024-10-08 · 2 citations

  articleOpen accessSenior author

  Abstract Turfgrass systems are some of the most ubiquitous forms of perennial agricultural systems. People interact with them on a daily basis, and they provide a wide variety of social and environmental benefits. Over the past two decades, turfgrass systems have been increasingly seen as coupled human‐natural systems, which has prompted new avenues of research across multiple areas from breeding to management. While this human‐natural systems framework has been helpful, the rapid development and integration of technology (e.g., smart sensors, robotic mowers) and the push for nature‐based solutions and green infrastructure have changed the landscape significantly for turfgrass systems. With this in mind, the current work advocates for the adoption of a new framework, social–ecological–technological systems (SETS), to better understand where turfgrass systems research is situated now and, more importantly, what directions it could go in the future.

  PublisherOA PDFDOI

Frequent coauthors

• Vicki McCracken

  Washington State University

  332 shared

• James R. McFerson

  281 shared

• James J. Luby

  University of Minnesota

  271 shared

• Alicia Rihn

  University of Tennessee at Knoxville

  211 shared

• Bridget K. Behe

  Michigan State University

  197 shared

• Charles R. Hall

  Texas A&M University

  192 shared

• R. Karina Gallardo

  189 shared

• Jennifer H. Dennis

  166 shared

Labs

• Chengyan Yue's LabPI

  Not provided

Education

• Ph.D., Horticultural Science

  University of Minnesota

  2000

• M.S., Horticultural Science

  University of Minnesota

  1996

• B.S., Horticultural Science

  University of Minnesota

  1994

Awards & honors

• Bachman Endowed Chair in Horticultural Marketing