Agent based models of consumer behavior in social networks: Adoption of organic foods

dc.contributor.advisorCojocaru, M.G.
dc.contributor.advisorEberl, H.
dc.contributor.authorRinga, Notice of Mathematics and Statisticsen_US of Guelphen_US of Scienceen_US
dc.description.abstractWe model consumer acceptance of organic foods via an agent-based model (ABM), where we consider the acceptance taking place at the individual level (micro-level). Each age is assigned particular characteristics uch as the perceived benefit of consuming an organic product versus its standard counterpart, the sensitivity to price difference between the organic and the standard product, and a consumer's follower tendency. The last characteristic allows the studying of each individual's social network influence on its decision. Food type and consumer attributes play an important role in one's choice of a product. This phenomenon is dynamic in nature, as psychology explains how individuals' characters and behavior keep changing over time with respect to many factors around them. We model consumer acceptance of an organic food product in comparison to its conventional counterpart. We develop consumers' utility functions and we use agent based modeling to capture their heterogeneity and their dynamic interactions.en_US
dc.publisherUniversity of Guelphen_US
dc.rights.licenseAll items in the Atrium are protected by copyright with all rights reserved unless otherwise indicated.
dc.subjectconsumer behavioren_US
dc.subjectsocial networksen_US
dc.subjectorganic foodsen_US
dc.subjectagent-based modelen_US
dc.titleAgent based models of consumer behavior in social networks: Adoption of organic foodsen_US


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