Assessment of promotional strategies for construction and demolition waste recycled products based on hybrid simulation system

Abstract

Construction and demolition waste (CDW) recycling plays a critical role for the construction industry to comply with the circular economy. It predominantly hinges on robust government promotion efforts. However, in practice, challenges such as the high recycling cost of CDW, insufficient awareness of CDW recycled products, and lack of support from policies and standards, lead to bottlenecks in the sales of CDW recycled products. To explore the effects of multiple strategic contexts on the promotion of CDW recycled products, this study innovatively developed a hybrid simulation system with Agent-based modelling (ABM), integrating viewpoint dynamics, infectious disease models, and Back-propagation neural network (BPNN) predictive model from a new perspective of information dissemination and interaction. The proposed hybrid system was verified. It is found that all single strategies show positive effects compared to the baseline context. In terms of promotional impact, strategies are ranked as follows: product enhancement (58.73 %) exerts the greatest influence, followed by enterprise enhancement (42.97 %), marketing promotion (36.94 %), industry rectification (22.16 %), internal promotion (17.37 %), and external publicity (7.00 %) has the least impact. Furthermore, the combined strategy shows the best promotional impact, witnessing a 71.29 % surge in the number of individuals' intention to use CDW recycled products. Therefore, this study highlights the crucial role of enterprise optimization in advancing CDW recycling and underscores the necessity of fostering a synergistic effect with product and enterprise enhancement at its core, bolstered by marketing promotion and governmental guidance as supplementary elements. A multi-dimensional integrated promotion strategy will become an important driving force for the vigorous development of the CDW recycled product market.