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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Søndergaard, H. A. & Jespersen, K. R. (2007). Exploring the link between strategy and decision criteria in NPD. Paper presented at 14th International Product Development Management Conference, Porto, Portugal.

Olsen, S. O., Scholderer, J., Brunsø, K. & Verbeke, W. (2007). Exploring the relationship between convenience and fish consumption: A cross-cultural study. Appetite, 49(1), 84-91. https://doi.org/10.1016/j.appet.2006.12.002

de Ferran, F. & Grunert, K. G. (2007). French fair trade coffee buyers' purchasing motives: An exploratory study using means-end chains analysis. Food Quality and Preference, 18(2), 218-229. https://doi.org/10.1016/j.foodqual.2005.11.001

de Morais, C., Afonso, C., Raats, M. M., Lumbers, M., Grunert, K. G. & de Almeida, M. D. V. (2007). Fruit and vegetable variety of consumption by European seniors. Annals of Nutrition and Metabolism, 51(1 (Suppl.)), 73-74. http://content.karger.com/ProdukteDB/produkte.asp?Aktion=showproducts&searchWhat=books&ProduktNr=233221

Bech-Larsen, T. & Scholderer, J. (2007). Functional foods in Europe: Consumer research, market experiences and regulatory aspects. Trends in Food Science & Technology, 18(4), 231-234. https://doi.org/10.1016/j.tifs.2006.12.006

Scholderer, J. (2007). Funktionelle fødevarer. In B. Jessen (Ed.), LMC Årsberetning 2006 (pp. 20). Levnedsmiddelcentret. http://www.lmc.dk/fileadmin/lmc_files/food/LMC07low_web.pdf

Jensen, B. B. (2007). Har du et godt tilbud – eller et dårligt? Retail Focus, (Februar), 12-15.

Grunert, K. G. (2007). How consumers perceive food quality. In L. Frewer & H. van Trijp (Eds.), Understanding Consumers of Food Products (pp. 181-199). British Welding Research Association.

Jespersen, K. R. (2007). Information paths within the new product development process. In Academy of Management Annual Meeting Proceedings

Chrysochou, P. & Giraud, G. (2007). Is designation of origin an important cue driving consumer loyalty behaviour? Evidence from scanner data on dry-cured ham. In M. Thyne, K. R. Deans & J. Gnoth (Eds.), ANZMAC 2007 Conference Proceedings: Reputation, Responsibility, Relevance (pp. 1766-1773). ANZMAC. http://www.anzmac07.otago.ac.nz/anzmacCD/papers/PChrysochou_1.pdf

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