An agent-based information management model of the chinese pig sector

Abstract

This paper investigates the effect of a selected top-down measure (whatif scenario) on actual agent behaviour and total system behaviour by means of an agent-based simulation model, when agents' behaviour cannot fully be managed because the agents are autonomous. The Chinese pork sector serves as case. A multilevel perspective is adopted: the top-down information management measures for improving pork quality, the variation in individual farmer behaviour, and the interaction structures with supply chain partners, governmental representatives and peer farmers. To improve quality, farmers need information, which they can obtain from peers, suppliers and government. Satisfaction or dissatisfaction with their personal situation initiates change of behaviour. Aspects of personality and culture affect the agents' evaluations, decisions and actions. Results indicate that both incentive (demand) and the possibility to move (quality level within reach) on farmer level are requirements for an increase of total system quality. A more informative governmental representative enhances this effect. © Springer-Verlag Berlin Heidelberg 2010.