Yan Heng, Assistant Research Scientist


Dr. Heng is an Assistant Research Scientist in the Food and Resource Economics Department at the University of Florida. Dr. Heng holds a Ph.D in Agricultural Economics from Kansas State University. Her primary research interest lies in consumer behavior and food marketing. She has used surveys and scanner data to study consumers’ heterogeneous preferences for food attributes, impacts of multiple labeling, consumer segmentations, and evaluate marketing strategies. Her recent projects have been focusing on Florida fruits and juices.

Selected Publications:

Heng, Y. and L.A. House. 2018. “Cluster Analysis for Fruit and Consumption Patterns: An International Study.” British Food Journal(in press). Available at: https://doi.org/10.1108/BFJ-01-2018-0014

Heng, Y. and L.A. House. 2018. “Do U.S. Suppliers Benefit from South Korea-U.S. Free Trade Agreement? The Case of Orange Juice.” International Food and Agribusiness Management Review (in press). Available at:https://doi.org/10.22434/IFAMR2017.0081.

Heng, Y., Z. Gao, Y. Jiang, and X. Chen. 2018. “Exploring Hidden Factors behind Online Grocery and Food Shopping from Amazon Review: A Topic Mining Approach.” Journal of Retailing and Consumer Services 42: 161-168.

Wang, E., Z. Gao, and Y. Heng. 2018. “Improve Access to the EU Market by Identifying French Consumer Preference for Fresh Fruit from China.” Journal of Integrative Agriculture (in press). Available at: https://doi.org/10.1016/S2095-3119(17)61837-9.

Heng, Y. and H.H. Peterson. 2017. “Egg Consumers’ Preferences for Labeled Attributes: Consumer Segmentation and Interaction” Journal of International Food & Agribusiness Marketing (in press). Available at: https://doi.org/10.1080/08974438.2017.1413610

Heng, Y., L.A. House, and H. Kim. 2017. “The Competition of Beverages in Current Market: A Composite Demand Analysis.” Agricultural and Resource Economics Review (in press). Available at: https://doi.org/10.1017/age.2017.10

Heng, Y. , H. Kim, and L.A. House. 2017. “An Overview of the Grapefruit Market in South Korea.” University of Florida, IFAS, Electronic Data Information Source (EDIS) Publication. Available at: https://edis.ifas.ufl.edu/fe1003

Heng, Y. , H.H. Peterson, and X. Li. 2016. “Consumer Responses to Multiple and Superfluous Labels:  in the Case of Eggs.” Journal of Food Distribution Research 47(2): 62-82.

Shi, L., Z. Gao, L. House, and Y. Heng. 2015. “A Multi-Store Auction to Measure Willingness-to-Pay for Organic and Local Blueberries.” Journal of Food Distribution Research 46(3):153-162.

Heng, Y. , H.H. Peterson, and X. Li. 2013. “Consumers’ Preferences for Farm Animal Welfare: the Case of Laying Hen.” Journal of Agricultural and Resource Economics 38(3):418-434.

Heng, Y. , S.H. Lim, and J. Chi. 2012. “Toxic Air Pollutants and Trucking Productivity in the US.” Transportation Research Part D: Transport and Environment, 17(4):309-316.

Heng, Y. and S.H. Lim. 2011. “Accounting for Greenhouse Gas Emissions in Trucking Production.”  The Journal of Economics (MVEA), 37(2):55-78.


Yan Heng, Assistant Research Scientist