A multi-agent based simulation model of consumer behaviour in the health and wellness food market

The main scientific goal of the article is to present the results of research which aimed to build a multi-agent simulation model of consumer behaviour on the health and wellness market. A multi-agent based modelling and simulation (MABS) method was used to build the model. The analysis of the collected data allowed for a typology of a group of consumers in the health and wellness food market. The results of the simulation experiments led to the identification of key strengths and weaknesses and indicate which opportunities and threats have the strongest impact on the development of the health and wellness food market. The findings could be useful in the development of tools and strategies that could be adapted to encourage healthy eating habits. The study can increase consumer awareness of the importance of healthy eating, sustainable consumption and lead to more healthy buying behaviour.