Researchers at UCD


Chenguang (Franci) Li

Lecturer/Assistant Professor

School Of Agriculture & Food Science
Agriculture and Food Science
Dublin 4

Tel: +353 1 7167765


Dr. Li grew up in China and has a BS degree in Investment Economics. She had worked in commercial banking and international economic consulting for six years before pursuing advanced degree (MA and Ph.D.) in Agricultural Economics at the University of California, Davis. Dr. Li has expertise in applied microeconomics, industrial organization, and agribusiness marketing. She is interested in the research of explaining the market structure and behavior mechanism for agricultural and food product, international food marketing, retail pricing behaviors, etc. She currently teaches International Food Marketing, Economics of Food modules at UCD. 

Besides research and teaching, Dr. Li has interests in tennis, horse-riding, contemporary dancing, and cooking. Having lived in different cultural environments, Dr. Li enjoys and values very much the active interactions with people from different backgrounds, disciplines, and cultures. 


Honours and Awards

Year: 2013.
Title: Outstanding Journal Article Award
Year: 2010.
Title: Gordon A. King Outstanding Dissertation Award
Year: 2009.
Title: International Association of Agricultural Economists (IAAE) Travel Grant
Year: 2009.
Title: Agricultural & Applied Economics Association (AAEA) Travel Grant
Year: 2008.
Title: Jastro and Shields Research Scholarship


Association: International Association of Agricultural Economists (IAAE) , Function/Role: member
Association: American Economics Association (AEA), Function/Role: Member
Association: Agricultural & Applied Economics Association, Function/Role: member


Committee : School promotion committee
Committee : Research, Innovation, and Impact Committee
Committee : Agriculture & Food Science Internationalisation Group (AFIG)


Year 2010 Institution: Uni of California, Davis, CA
Qualification: PhD Subject:
Year 2005 Institution: Uni of California, Davis, CA
Qualification: MS Subject:
Year 1996 Institution: Ren Min University of China
Qualification: BA Subject:



Other Activities

Professional Training:
  • 2014, July, Cambridge, UK
  1. Macroeconomic Modeling and Forecasting
  2. Microeconomics
  3. Time Series Modeling and Analysis
  • 2014, September, Cambridge, UK
  1. NonLinear Models
EU project collaboration:
Erasmus+ Strategy Partnership: Mobilizing Agro-Food Expertise

Ireland project:
China Dairy Consumer Study; SFI subaward under the ISCA (Int. Strategic Collaboration Award) scheme




Peer Reviewed Journals

C. Shan, Liran & De Brún, Aoife & Henchion, Maeve & Li, Chenguang & Murrin, Celine & Wall, Patrick & Monahan, Frank. (2017) 'Consumer evaluations of processed meat products reformulated to be healthier ¿ A conjoint analysis study'. Meat Science, 131 (10). [Details]
Chenguang Li, Junfei Bai, Zhifeng Gao, Jiangyuan Fu (2017) 'Willingness to pay for ¿taste of Europe¿: geographical origin labeling controversy in China'. British Food Journal, 119 (8). [Details]
Liran Christine Shan, Áine Regan, Frank J. Monahan, Chenguang Li, Fiona Lalor, Celine Murrin, Patrick G. Wall, Áine McConnon (2017) 'Consumer preferences towards healthier reformulation of a range of processed meat products: A qualitative exploratory study'. British Food Journal, 119 (9):2013-2026. [Details]
Liran Christine Shan , Aine Regan , Frank J Monahan , Chenguang Li , Celine Murrin , Fiona Lalor , Patrick G. Wall , Aine McConnon (2016) 'Consumer views on ¿healthier¿ processed meat'. British Food Journal, . [Details]
Zhifeng Gao · Chenguang Li · Junfei Bai · Jiangyuan Fu (2016) 'Chinese Consumer Quality Perception and Preference of Sustainable Milk'. China Economic Review, . [Details]
Richard Volpe, Chenguang Li (2012) 'On the Frequency, Depth, and Duration of Sales at High¿Low Pricing Supermarkets'. Agribusiness, . [Details]
Chenguang Li, Richard Sexton (2013) 'Grocery-Retailer Pricing Behavior with Implications for Farmer Welfare'. Journal of Agricultural and Resource Economics (JARE), . [Details]

Conference Publications

C. Li, Z. Gao, J. Bai, S. Rozelle, A. Renwick (2017) Grass-fed milk: Do Chinese Consumers Care to Pay More? Agricultural Economics Society, Annual conference [Details]
Chenguang Li; Junfei Bai; Zhifeng Gao; Jiangyuan Fu (2016) Willingness to Pay for Taste of Europe: Geographical Origin Labeling Controversy in China Agricultural Economics Society Annual Conference [Details]
Chenguang Li, Richard Volpe (2014) New Categorization of Retailer Pricing Behavior Agricultural Economics Society Annual Conference Paris, , 09-APR-14 - 11-APR-14 [Details]
Chenguang Li, Richard Volpe (2013) What Do We Know about Retailer Pricing Behaviors Agricultural Economics Society of Ireland (AESI) [Details]
Chenguang Li, Richard Volpe (2013) Retail Pricing Patterns and Driving Factors of Price Variation Agricultural Economics Society Annual Conference [Details]
Chenguang Li and Richard Sexton (2009) Retail Pricing Behavior for Produce Products in the US with Implications for Farmer Welfare Agricultural & Applied Economics Association & ACCI Joint Annual Meeting [Details]
(2009) Impacts of Retailers¿ Pricing Strategies for Produce Commodities on Farmer Welfare International Association of Agricultural Economists Annual Conference [Details]


Junfei Bai, Chenguang Li (2015) Chinese consumer dairy consumption and purchasing habits. Reports [Details]

Research Papers

Chenguang Li, Richard Volpe (2015) Driving Factors of Retail Price Variation: Evidence from Agricultural Products. Research Papers [Details]
Cian Keogh; Chenguang Li; Zhifeng Gao (2015) Evolving Consumer Trend for Whey Protein Sports Supplements. Research Papers [Details]
Zhifeng Gao; Chenguang Li; Junfei Bai (2015) Chinese Consumers' Quality Perception and Preference of Sustainable Food. Research Papers [Details]
Liran Christine Shan; Áine Regan; Frank J Monahan; Chenguang Li; Celine Murrin; Fiona Lalor; Patrick Wall; Áine McConnon (2015) Consumer Views on Healthier Processed Meat. Research Papers [Details]


Research Interests

My current research interests include, but not limited to, the following:
1. Retail pricing strategies for food products and their implication to consumer welfare and producer welfare.
2. Consumer behavior, attitude, and WTP for food and agricultural products
3. Market structure, imperfect competition, price analysis, with application to international food marketing.
4. Value-added products, brand building, and consumer preference (in dairy and meat sectors, etc.)

Research Projects

Sponsor : University College Dublin (UCD)
Title : Chenguang Li start up Grant
Start Date / End Date : 01-JUL-14 / 31-DEC-15


Teaching Philosophy

Modules Coordinated

201700   AERD40100     Agribus Extension & Rural Dev: Economics of Food
201700   AERD40020     Agribus Extension & Rural Dev: International Food Marketing
201700   FDSC40570     Food Science: Food Marketing (O/L)

Enhancement of Teaching

Review and Enhancement of Curriculum

Developing as a Teacher

Innovation & Leadership



External Collaborators

Richard Sexton
Professor, Department Chair
Agricultural and Resource Economics
University of California, Davis 

Richard (Ricky) Volpe

research economist in the Food Markets Branch of the Food Economics Division.
United States Department of Agriculture, Economics Research Services
Zhifeng Gao 
Associate Professor
Food and Resource Economics Department,
University of Florida, Gainesville, Florida, USA

Junfei Bai

College of Economics & Management
China Agricultural University
Beijing, China


Scott Rozelle
Helen F. Farnsworth Senior Fellow
Freeman Spogli Institute for International Studies

Stanford University, USA


Alan Renwick
Professor of Agricultural Economics
Lincoln University,
New Zealand