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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Scholderer, J., Grunert, K. G. & Søndergaard, H. A. (2006). Affect and technology acceptance: A test of two mechanisms. Paper presented at ANZMAC 2006 Conference, Brisbane, Australia.

Scholderer, J. (2006). Agriculture and the European public: Agendas, attitudes, and the management of issues. Paper presented at 8th European Conference on Higher Agricultural Education, Prague, the Czech Republic.

Grunert, K. G. (2006). Analysing consumer acceptance of new products by means of the Total Food Quality Model. Abstract from Food Innovation and New Product Development: 4th International MAPP Workshop on Consumer Behaviour and Food Marketing, Middelfart, Denmark.

Jørgensen, B. & Stacey, J. (Eds.) (2006). Annual Report 2003-2005. Aarhus School of Business, MAPP Centre.

Krutulyte, R., Grunert, K. G., Scholderer, J., Hagemann, K. S., Elgaard, P., Nielsen, B. & Graverholt, J.-P. (2006). Applying the health action process approach (HAPA) to the choice of health products: An exploratory study. Paper presented at 35th EMAC Conference: Sustainable Marketing Leadership, Athens, Greece.

Thøgersen, J. (2006). Are consumers guided by selfish or unselfish motives when they buy organic food?. Paper presented at 26th International Congress of Applied Psychology, Athens, Greece.

Nielsen, N. A., Grunert, K. G., Raats, M. & Lumbers, M. (2006). Assessing older people's satisfaction with food-related life: Results from the Food in Later Life project. Poster session presented at 5th Annual Meeting of the International Society of Behavioral Nutrition and Physical Activity, Boston, United States.

Brunsø, K. & Reid, M. (2006). Australian food life style segments and elaboration likelihood differences. Paper presented at 35th EMAC Conference: Sustainable Marketing Leadership, Athens, Greece.

Hagemann, K. & Scholderer, J. (2006). Balancing the unknown: Consumer judgment of unfamiliar technologies. Paper presented at 35th EMAC Conference: Sustainable Marketing Leadership, Athens, Greece.

Scholderer, J. & Balderjahn, I. (2006). Bedeutung des Vertrauens bei der Bewertung neuer Technologien durch Konsumenten: Wirkungsstrukturen und Möglichkeiten der Beeinflussung. In H. H. Bauer, M. M. Neumann & A. Schüle (Eds.), Konsumentenvertrauen: Konzepte und Anwendungen für ein nachhaltiges Kundenbindungsmanagement (pp. 454-464). Gabler.

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Merete Elmann