MAPP Centre

Welcome to the MAPP Centre – Research on Value Creation in the Food Sector for Consumers, Industry and Society.

We conduct research that generates insights into people´s perception and behaviour in the agricultural and food system. We study behaviour of stakeholders, customers, and citizen-consumers in the area of food, drink and related services and sectors, and develop implications for industry and public policy.

VR Retail lab - part of FOODHAY project

The MAPP Centre and the Commercial and Retail Management group have jointly developed the
VR Retail lab. This was funded by FOODHAY - FOODHAY is the Food and Health Open Laboratory, funded by the Ministry of Higher Education and Science.

Nordic-Baltic consumer sustainability understanding in a food context

Four colleagues of the MAPP Centre have studied Food sustainability understanding in the Nordic-Baltic region, through a representative, cross-country survey, to serve as a basis for a labelling framework in Europe. The report can be found here https://pub.norden.org/temanord2023-530/ - or see this video for a breakdown of core findings:

Citizen-consumer understanding of upcycling in the food system

In the PlantPro project, MAPP Centre has amongst others explored citizen-consumer understanding and perception of ‘upcycling’ as a concept and through the resulting products. See how this was done, and a glimpse of the reasons and reactions, in this video:

Biotech meets the consumer plate: When microbes make food - what do consumers think about precision fermentation?

From biotech breakthroughs to future foods, the EIT Food project "Precision Fermentation: From Biotechnology to Sustainable Nutrition" explored how consumers understand this emerging technology and its potential for sustainable nutrition.

Watch the video to discover what consumers really think , and what the project revealed.

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MAPP publications

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Dean, M., Lähteenmäki, L. & Shepherd, R. (2011). Getting balanced nutrition messages across nutrition communication: Consumer perceptions and predicting intentions. In K. R. Westerterp (Ed.), Proceedings of the Nutrition Society (Vol. 70, pp. 19-25). Cambridge University Press. https://doi.org/10.1017/S0029665110003964

Staats, H., Jansen, L. & Thøgersen, J. (2011). Greening the greenhouse grower: A behavioral analysis of a sector-initiated system to reduce the environmental load of greenhouses . Journal of Environmental Management, 92(10), 2461-2469 . https://doi.org/10.1016/j.jenvman.2011.05.007

Thøgersen, J. (2011). Green shopping: For selfish reasons or the common good? American Behavioral Scientist, 55(8), 1052-1076. https://doi.org/10.1177/0002764211407903

Thøgersen, J. (2011). Håndbog om eksportparathed i danske økologiske virksomheder. Bilagsrapport til: Eksportstrategi for danske økologiske fødevarer. Institut for Marketing og Organisation, Business and Social Sciences, Aarhus Universitet.

Krystallis, A. & Chrysochou, P. (2011). Health claims as communication tools that enhance brand loyalty: The case of low-fat claims within the dairy food category. Journal of Marketing Communications, 17(3), 213-228. https://doi.org/10.1080/13527260903432836

Corsi, A. M., Mueller, S. & Lockshin, L. (2011). How good (or how better…) do you think you are? The strategic positioning of competing countries in key export markets. Abstract from Crush Symposium, Adelaide, Australia. http://www.wineinnovationcluster.com/crush2011/

Mueller, S., Remaud, H. & Chabin, Y. (2011). How strong and generalisable is the Generation Y effect? A cross-cultural study for wine. International Journal of Wine Business Research, 23(2), 125-144. https://doi.org/10.1108/17511061111142990

Krystallis Krontalis, A., Grunert, K. G., Verbeke, W., de Barcellos, M. D. & Perrea, T. (2011). How sustainable we want our food to be? Insights on the link between citizen and consumer role in the EU and China. In Proceedings of the 2011 AMA Marketing and Public Policy Conference: Emerging concerns in an increasingly interconnected world (Vol. 21, pp. 58-69). American Marketing Association. http://www.marketingpower.com/Calendar/Documents/2010/MPPC%202011%20-%20Final%20Program.pdf

Aerni, P., Scholderer, J. & Ermen, J. (2011). How would Swiss consumers decide if they had freedom of choice? Evidence from a field study with organic, conventional and GM corn bread. Food Policy, 36(6), 830-838. https://doi.org/10.1016/j.foodpol.2011.08.002

Aschemann-Witzel, J., Bech-Larsen, T. & Perez-Cueto, F. J. A. (2011). Human beings are extraordinary: Analyzing food marketing success factors from a public health perspective. Paper presented at Marketing and Public Policy Conference, Washington, United States. http://www.marketingpower.com/Calendar/Pages/2011MarketingandPublicPolicyConferenceWashingtonDC.aspx

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Revised 30.03.2026

Merete Elmann