When society changes the rules of the game
Consumer behavior today is determined by many individual and collective concerns. So-called “consumer-actors”, the citizens of this new generation, are concerned about their societal and environmental well-being. It represents a true reversal of power, and a paradigm shift in the relationship between consumers and distributors.
The development of the short food supply chains reflects this trend. More and more consumers are interested and partake in “locavorism”, i.e. the consumption of local products, with few intermediaries. However, products from local agriculture remain prohibitively expensive for many.
How can we offer local products to consumers at reasonable prices? To answer this problem, we modeled the agri-food distribution market in the Île-de-France region, in order to determine the optimal pricing policies for large distributors in the short food supply segment. We created a societal digital twin on the real scale of the Ile-de-France population. It incorporated socio-professional characteristics, the population’s food purchasing behaviors and the possible alternative distribution strategies on this market.
The result is a microscopic view of food purchasing behavior and how retailers’ strategies can have an impact on it.
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