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  11. Beauty Isn't Everything: An Agent-based Model Of Imperfect Food Acceptance And Market Utility Balance

Beauty isn't everything: An agent-based model of imperfect food acceptance and market utility balance

Yara Khaluf1, Ilona E de Hooge2

  • 1Computational Intelligence Group, Department of Computer Science, Vrije Universiteit Amsterdam, Amsterdam, Netherlands.

Plos One
|December 8, 2025

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View abstract on PubMed

Summary
This summary is machine-generated.

Promoting imperfect foods can significantly reduce food waste and increase market utility. Consistent stocking by retailers drives consumer acceptance through the mere-exposure effect, even without marketing.

Area of Science:

  • Agricultural Economics
  • Behavioral Economics
  • Food Systems Analysis

Background:

  • Cosmetically flawed but nutritionally sound imperfect foods are a major source of food waste.
  • Existing research often isolates farmer, retailer, and consumer behaviors, neglecting their systemic interactions.
  • Understanding these interactions is crucial for developing effective food waste reduction strategies.

Purpose of the Study:

  • To model the dynamic interplay between farmers, retailers, and consumers in local produce markets.
  • To examine how preferences, stocking strategies, and marketing influence market behavior and food waste.
  • To identify conditions promoting the acceptance and utility of imperfect foods.

Main Methods:

  • Developed a novel agent-based model simulating farmer, retailer, and consumer interactions.

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  • Integrated behavioral mechanisms like the mere-exposure effect and Prospect Theory for realistic decision-making.
  • Conducted simulations across diverse market configurations to analyze outcomes.

    • Main Results:

    • Promoting imperfect foods yields substantial utility gains for consumers and retailers.
    • Consistent, high stocking levels of imperfect products by retailers are key to maximizing utility.
    • The mere-exposure effect drives consumer preference shifts, enabling acceptance without explicit marketing.

    Conclusions:

    • Systemic approaches, particularly consistent retailer stocking, can effectively reduce food waste.
    • Consumer acceptance of imperfect foods is achievable through behavioral mechanisms and strategic market practices.
    • This model provides insights for optimizing food supply chains and enhancing market-wide utility.