Tongzhe Li

Tongzhe's passion is to combine economic theory and behavioral approaches, such as field or laboratory experiments, to understand the economic and political context of a problem. Her current projects focus on innovation adoption and consumer behavior in an agri-food-environment context. In addition, she is deeply interested in studying social comparison and discrimination issues.

FARE Laboratory for Experimental and Applied Economics:

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Academic History

Ph.D. Economics, Washington State Unviersity, 2011-2015

Before joining FARE, Tongzhe was an assistant professor in the Department of Economics at the University of Windsor (



Awards and Honours

Sylvia Lane Mentor Fellowship Recipient, AAEA, 2017. Mentor: James Vercammen, the University of British Columbia; Topic: Incorporating Experimental Evidence into Theoretical Research on Agri-Environmental Issues.

CBEAR (The Center for Behavioral & Experimental Agri-Environmental Research) Fellow, since 2016. 

tongzhe's picture

Assistant Professor; Director, FARE Laboratory for Experimental and Applied Economics

ext. 53332
MCLN 323

Featured Publications

Tongzhe Li, Kent D. Messer and Harry M. Kaiser. 2020. "The Impact of Expiration Dates on Hedonic Markets for Perishable Products." Food Policy, Vol. 93, p. 101894.

Tongzhe Li, Kent D. Messer, Alisher Mamadzhanov, and Jill J. McCluskey. 2020. "Preferences for Local Food: Tourists versus Local Residents." Canadian Journal of Agricultural Economics, Vol. 45, No. 2, pp. 429-444.

Nadia Streletskaya, Sam Bell, Maik Kecinski, Tongzhe Li, Simanti Banerjee, Leah Palm-Forster, David Pannell, 2020. "Agricultural Adoption and Behavioral Economics: Bridging the Gap"  Applied Economic Perspectives and Policy, Vol. 42, No. 1, pp. 54-66.

Tongzhe Li, Ahsanuzzaman Ahsanuzzaman, and Kent D. Messer, 2020. "Is This Food "Local?" Evidence from a Framed Field Experiment."  Journal of Agricultural and Resource Economics,  Vol. 45, No. 2, pp. 179-198.

Tongzhe Li, Jacob Fooks, Kent D. Messer, and Paul Ferraro, 2019. "A Field Experiment to Estimate the Effects of Anchoring and Framing on Residents’ Willingness to Purchase Water Runoff Management Technologies." Resource and Energy Economics, In Press.

Olesya Savchenko, Tongzhe Li, Maik Kecinski, and Kent D. Messer, 2019. "Does Food Processing Mitigate Consumers’ Concerns about Crops Grown with Recycled Water?" Food Policy, Vol. 88, p. 101748.

Alisher Mamadzhanov, Jill J. McCluskey, and Tongzhe Li, 2019. "Willingness to Pay for a Second-generation Bioethanol: A Case Study of Korea." Energy Policy, Vol. 127, pp. 464-474.

Alix T. Whiting, Maik Kecinski, Tongzhe Li, Kent D. Messer, Julia Parker, 2019. "The Importance of Selecting the Right Messenger: A Framed Field Experiment on Recycled Water Products." Ecological Economics, Vol. 161, pp. 1-8.

Tongzhe Li and Kent D. Messer, 2019. "To Scan or Not to Scan: The Question of Consumer Behavior and QR Codes on Food Packages." Journal of Agricultural and Resource Economics, Vol. 44, Issue 2, pp. 311-327.

Mirzobobo Yormirzoev, Ramona Teuber, and Tongzhe Li. 2019. "Food Quality versus Food Patriotism: Russian Consumers Preferences for Cheese after the Food Import Ban." British Food Journal, Vol. 121, Issue 2, pp. 371-385.

Olesya Savchenko, Maik Kecinski, Tongzhe Li, and Kent D. Messer, 2019. "Reclaimed Water and Food Production: Cautionary Tales from Consumer Research." Environmental Research, Vol. 170, pp. 320-331.

Tongzhe Li, Jill J. McCluskey, and Kent D. Messer, 2018. "Ignorance is Bliss? Experimental Evidence on Wine Produced from Grapes Irrigated with Recycled Water." Ecological Economics, Vol. 153, pp. 100-110.

Tongzhe Li, Maik Kecinski, and Kent D. Messer, 2018. "Behavioral Responses to Science-based Eco-labeling: Gold, Silver, or Bronze." Applied Economics, Vol. 50, Issue 39, pp. 4250-4263.

Olesya Savchenko, Maik Kecinski, Tongzhe Li, Kent Messer, and Huidong Xu. 2018. "Fresh Foods Irrigated With Recycled Water: A Framed Field Experiment on Consumer Response." Food Policy, Vol. 80, pp. 103-112.

Tongzhe Li and Jill J. McCluskey, 2017. "Consumer Preferences for Second-generation Bioethanol." Energy Economics, Vol. 61, pp.1-7.

Kent D. Messer, Joshua M. Duke, Lori Lynch, and Tongzhe Li, 2017. "When Does Public Information Undermine the Efficiency of Reverse Auctions for the Purchase of Ecosystem Services?" Ecological Economics, Vol. 134, pp. 212-226.

Tongzhe Li, John C. Bernard, Zachary A. Johnston, Kent D. Messer and Harry M. Kaiser, 2017. "Consumer Preferences Before and After a Food Safety Scare: An Experimental Analysis of the 2010 Egg Recall." Food Policy, Vol. 66, pp. 25-34.

Tongzhe Li, Ana Espinola-Arredondo and Jill J. McCluskey, 2016. "Promoting Residential Recycling: An Alternative Policy Based on a Recycling Reward System."Games, Vol. 7, Issue 3, pp. 1-18.

Tongzhe Li, 2016. "Who Does Not Want Income Equality?: An Analysis of Public Choice under Income Comparison." Social Sciences, Vol. 5, Issue 3, pp. 1-17.