How decisions are made
Consumer behaviour, trust and innovation acceptance reveal how people respond when food systems and technologies change.
Human choices matterIndependent portfolio. The views on this website are my own. This is not an official website of the Leibniz Institute of Agricultural Development in Transition Economies (IAMO). IAMO does not support, maintain or endorse it.
Portfolio of Dr. Ivan Đurić SENIOR RESEARCHER · AGRICULTURAL ECONOMIST · XR LAB COORDINATOR
I study how food systems change.
My work brings together agricultural economics, food value chains and immersive research. I want to understand how people, markets and technology shape the food systems we depend on.
Explore mywork
01
Selected portfolio
Questions that have
shaped my work.
02
Research perspective
Economics begins
with people.
Food systems can look abstract from a distance. I try to make them understandable by connecting individual decisions with markets, institutions and the wider forces that shape change.
How signals travel
Prices, trade and policy connect farms, businesses and consumers across borders. Understanding those links helps explain both opportunity and risk.
Markets are connectedHow research can see more
Immersive environments, biosensors and simulation give us new ways to observe behaviour and explore possible futures.
Methods should serve the question03
Expertise and tools
Methods that help me
see the whole picture.
I work across established economic methods and newer forms of data collection. The technology is useful when it helps us ask a better question or understand an old problem more clearly.
04
Research context
Tools embedded
in real projects.
Immersive research for real food decisions
Coordinating the IAMO XR Lab is a central part of my current work. We combine virtual and augmented reality, eye tracking, physiological signals and experimental economics to understand consumer behaviour and innovation acceptance in realistic settings.
↗ Visit the IAMO XR Lab About my work
Curiosity is where
good research begins.
I am an agricultural economist, senior researcher and coordinator of the IAMO XR Lab. Over more than twenty years, my work has moved across agricultural markets, trade policy, food value chains, digitalisation and consumer behaviour.
What connects these topics is a simple interest in how change happens. I enjoy bringing people, disciplines and practical methods together, especially when international cooperation can turn a research idea into something useful.