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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Krutulyte, R., Costa, A. I. A. & Grunert, K. G. (2009). A cross-cultural study of cereal food quality perception. Journal of Food Products Marketing, 15(3), 304-323. https://doi.org/10.1080/10454440902966884

Breugelmans, E., Boztug, Y. & Reutterer, T. (2009). A decision-support tool for recommending promising categories for targeted promotions. In Conference Proceedings of the 5th Marketing Dynamics Conference (pp. 48). University of Waikato, Waikato Management School. http://wms-soros.mngt.waikato.ac.nz/NR/rdonlyres/e6bc5tvqwhbookjapieo5rn2mptqpygdn2aroijgcggy4tkxb6v4zkl5exzuezjiuaa3daq5hozvep/MDC2009conferenceproceedings.pdf

Chan, K., Prendergast, G., Grønhøj, A. & Bech-Larsen, T. (2009). Adolescents' perceptions of healthy eating and communication about healthy eating. Health Education, 109(6), 474-490. https://doi.org/10.1108/09654280911001158

Krystallis, A. & Chrysochou, P. (2009). An exploration of loyalty determinants in Greek wine varieties. Paper presented at 2nd Annual EuroMed Conference, Salerno, Italy. http://www.conferencealerts.com/seeconf.mv?q=ca1m0mmh

de Barcellos, M. D., Kügler, J. O., Saab, M. S. M., Krystallis, A. & Grunert, K. G. (2009). Attitudes of Brazilian citizens towards pig production systems: A comparison with European realities. Paper presented at VII International PENSA Conference, Sao Paulo, Brazil. http://www.pensaconference.org/vii_pensa_conference/flash/pdf/01/AGN%2033%20aprov.pdf

Krystallis, A., de Barcellos, M. D., Kügler, J. O., Verbeke, W. & Grunert, K. G. (2009). Attitudes of European citizens towards pig production systems. Livestock Science, 126(1-3), 46-56. https://doi.org/10.1016/j.livsci.2009.05.016

de Barcellos, M. D., Kügler, J. O., van Wezemael, L., Ueland, Ø., Verbeke, W. & Grunert, K. G. (2009). Beef healthiness and nutritional enhancement in beef as perceived by European consumers. Abstract from 55th International Congress of Meat Science and Technology, Copenhagen, Denmark. http://www.icomst2009.dk/fileadmin/documents/63205_ICoMST_Program_290709_2.pdf

de Barcellos, M. D., Pedrozo, E. A. & van der Lans, I. A. (2009). Beef lovers: A cross cultural study of beef consumption. In A. Lindgreen & M. K. Hingley (Eds.), The New Cultures of Food: Marketing Opportunities from Ethnic, Religious and Cultural Diversity (pp. 127-144). Gower Publishing. http://www.ashgate.com/default.aspx?page=641&calcTitle=1&forthcoming=1&title_id=8410&edition_id=10806

Banovic, M., Grunert, K. G., Barreira, M. M. & Fontes, M. A. (2009). Beef quality perception at the point of purchase: A study from Portugal. Food Quality and Preference, 20(4), 335-342. https://doi.org/10.1016/j.foodqual.2009.02.009

Leikas, S., Lindeman, M., Roininen, K. & Lähteenmäki, L. (2009). Boundaries of regulatory fit: Is it the thought that counts? Basic and Applied Social Psychology, 31(5), 289-294. https://doi.org/10.1080/01973530903316757

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Merete Elmann