Professional Biography
Dr. Zhao is an Assistant Professor in the Department of Agricultural Economics at the University of Kentucky. He is interested in understanding and communicating how people perceive and behave in response to changes in markets, policy, and technology within the food and agricultural system. His research employs an evidence-based, multidisciplinary approach that integrates individual-level decision mechanisms, market-level demand analysis, and policy-level impact evaluation. Some of the current research focuses on key areas, including 1) Applying experimental economics to understand consumer decision-making processes, 2) Evaluating the impacts of food assistance programs on participants' consumption and health outcomes, and 3) Examining consumer responses and market effects related to innovation and labeling in the food industry. Dr. Zhao was recognized by the Bill Gatton Foundation Early Career Professorship.
Scholars@UK
Psychological well-being and child tax credit: Comparative assessment of payment approaches
Sisha, T. A., Zhao, S. & Zheng, Y., Aug 2025, In: Economics Letters. 254, 112494.Research output: Contribution to journal › Article › peer-review
Disaggregated Substitution Patterns Between Plant-Based and Animal Meats: Evidence From U.S. Household Purchases
Nouve, Y., Zheng, Y., Zhao, S., Kaiser, H. M. & Dong, D., 2025, (Accepted/In press) In: Applied Economic Perspectives and Policy.Research output: Contribution to journal › Article › peer-review
Factors of Willingness to Pay for Equine Veterinary Services
Gibson, O., Zhao, S. & Stowe, C. J., 2025, (Accepted/In press) In: Journal of Agricultural and Applied Economics.Research output: Contribution to journal › Article › peer-review
Access to SNAP-Authorized Retailers and Diet Quality Among SNAP Recipients
Li, Q. & Zhao, S., Apr 18 2025, In: JAMA Health Forum. 6, 4, e250677.Research output: Contribution to journal › Article › peer-review
Novel Approaches to Analyze Consumer Behavior and Policies to Promote Sustainable Consumption
Katare, B., Wang, X., Zhao, S. & Yenerall, J., May 2025, In: Agricultural Economics (United Kingdom). 56, 3, p. 512-525 14 p.Research output: Contribution to journal › Article › peer-review
Nutritional Content of Ready-to-Eat Breakfast Cereals Marketed to Children
Zhao, S., Li, Q., Chai, Y. & Zheng, Y., May 21 2025, In: JAMA network open. 8, 5, e2511699.Research output: Contribution to journal › Article › peer-review
Consumer Preferences Toward Local Versus Carbon: A Study of Value-Added Dairy Products
Varziri, A., Zhao, S., Woods, T. A. & Esene, F., 2025, (Accepted/In press) In: Agricultural Economics (United Kingdom).Research output: Contribution to journal › Article › peer-review
Intrahousehold Resource Allocation and Child Food Poverty in the United States
Liang, W., Li, W., Li, Q. & Zhao, S., 2024, (Accepted/In press) In: Review of Economics of the Household.Research output: Contribution to journal › Article › peer-review
Behavioral interventions to motivate plant-based food selection in an online shopping environment
Katare, B. & Zhao, S., Dec 10 2024, In: Proceedings of the National Academy of Sciences of the United States of America. 121, 50, e2319018121.Research output: Contribution to journal › Article › peer-review
National survey reveals elastic price sensitivity for select equine veterinary services
Gibson, O. L., Zhao, S., Adam, E. & Jill Stowe, C., Feb 2025, In: Journal of the American Veterinary Medical Association. 263, 2, p. 235-239 5 p.Research output: Contribution to journal › Article › peer-review
Cage-Free, Free-Range, or Pasture-Raised? Consumer Preferences for Happy Hens
Varziri, A., Zhao, S. & Woods, T. A., 2024, (Accepted/In press) In: Agribusiness.Research output: Contribution to journal › Letter › peer-review
Improving consumer understanding of pesticide toxicity labels: experimental evidence
Hosni, H., Segovia, M., Zhao, S., Palma, M. A. & Skevas, T., Dec 2024, In: Scientific Reports. 14, 1, 17291.Research output: Contribution to journal › Article › peer-review
Decoding the misperception: Exploring measurement error in self-rated assessments of diet quality
Nouve, Y., Zhao, S. & Zheng, Y., Nov 2024, In: Food Quality and Preference. 120, 105234.Research output: Contribution to journal › Review article › peer-review
Do Household Headship and Gender Affect Diet Quality under the Supplemental Nutrition Assistance Program (SNAP)?
Lee, K. & Zhao, S., Mar 2024, In: American Journal of Health Promotion. 38, 3, p. 349-354 6 p.Research output: Contribution to journal › Article › peer-review
Association of Supplemental Nutrition Assistance Program Retailers with Child Food Insecurity during the COVID-19 Pandemic
Li, Q., Zhao, S., Çakir, M. & Yu, Z., Apr 3 2023, In: JAMA Pediatrics. 177, 4, p. 430-431 2 p.Research output: Contribution to journal › Letter › peer-review
Machine learning applications in household-level demand prediction
Zhao, S., Lai, Y., Ye, C. & Lee, K., 2024, In: Applied Economics Letters. 31, 1, p. 5-11 7 p.Research output: Contribution to journal › Article › peer-review
Consumer spending patterns for plant-based meat alternatives
Cuffey, J., Chenarides, L., Li, W. & Zhao, S., Mar 2023, In: Applied Economic Perspectives and Policy. 45, 1, p. 63-85 23 p.Research output: Contribution to journal › Article › peer-review
Meet the meatless: Demand for new generation plant-based meat alternatives
Zhao, S., Wang, L., Hu, W. & Zheng, Y., Mar 2023, In: Applied Economic Perspectives and Policy. 45, 1, p. 4-21 18 p.Research output: Contribution to journal › Article › peer-review
Consumer expectations and attitudes toward nanomaterials in foods
Zhao, S., Yue, C. & Kuzma, J., Jan 1 2020, Handbook of Food Nanotechnology: Applications and Approaches. p. 705-733 29 p.Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review
Cross-sectional association of Toxoplasma gondii exposure with BMI and diet in US adults
Cuffey, J., Lepczyk, C. A., Zhao, S. & Fountain-Jones, N. M., Oct 2021, In: PLoS Neglected Tropical Diseases. 15, 10, e0009825.Research output: Contribution to journal › Article › peer-review
PARTNERSHIP: A Comprehensive Study of Non-GMO and Bioengineered Disclosures: Consumer Preference, Producer Impact, and Certifier Choice
Zheng, Y. (PI), Mark, T. (CoI), Nouve, Y. (CoI) & Zhao, S. (CoI)
9/1/24 → 8/31/27
Project: Research project
Southeast Dairy Business Innovation Initiative
Zhao, S. (PI) & Woods, T. (CoI)
9/30/22 → 9/30/26
Project: Research project
Southeast Dairy Business Innovation Initiative
Woods, T. (PI), Burdine, K. (CoI), Morgan, M. (CoI) & Zhao, S. (CoI)
9/30/22 → 9/29/26
Project: Research project
Participant Support: Southeast Dairy Business Innovation Initiative
Woods, T. (PI), Burdine, K. (CoI) & Zhao, S. (CoI)
10/31/21 → 8/21/24
Project: Research project
Southeast Dairy Business Innovation Initiative
Woods, T. (PI), Burdine, K. (CoI) & Zhao, S. (CoI)
10/31/21 → 10/30/25
Project: Research project
Covid 19: Integrating Post-Covid Cut Flower Demand into Market Education
Woods, T. (PI) & Zhao, S. (CoI)
1/1/22 → 9/29/25
Project: Research project
Assessing Opportunities and Challenges of Plant-Based Meat Alternatives: A Comprehensive Analysis of Consumer Preferences, Market Trends, and Production Responses
Zhao, S. (PI), Mark, T. (CoI), Pates, N. (CoI), Woods, T. (CoI) & Zheng, Y. (CoI)
National Institute of Food and Agriculture
1/1/22 → 12/31/25
Project: Research project
Education
Ph.D., Applied Economics, University of Minnesota, 2018
M.Sc., Applied Economics, University of Minnesota, 2014
B.Sc., Food Safety and Quality, Shandong Agricultural University, 2011
