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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Hagemann, K. & Scholderer, J. (2005). The unconvincing product - Consumer versus expert hazard identification: A mental models study of novel foods. Paper presented at Annual Conference of the Society for Risk Analysis - Europe, Como, Italy.

Hagemann, K. & Scholderer, J. (2005). The unlucky potato: Study of consumer risk perception toward a GM-potato using mental models. Paper presented at GM-Conference 2005, Aalborg, Denmark.

Scholderer, J. (2005). Traps and pitfalls in research on healthy food choices: On selective accessibility, assimilation and contrast, and the look-in-the-fridge heuristic. Paper presented at International Conference on Food Choice and Healthy Eating, Kauhajoki, Finland.

Søndergaard, H. A. (2005). Two birds with one stone: Improving the quality of market information and inter-functional integration during product development by applying a means-end-chain approach. In Ikke angivet Aarhus School of Business, Aarhus University, Department of Marketing and Statistics.

Scholderer, J. (2005). Verbraucher und grüne Gentechnik: Mechanismen der Ablehnung und ihre Änderungsresistenz. Paper presented at Grüne Gentechnik im öffentlichen Verständnis: Normative Orientierungsmuster, Intuitionen und soziales Vertrauen als Herausforderungen für die Wissenschaftskommunikation, München, Germany.

Søndergaard, H. A., Møller, S., Grunert, K. G., Degn, P. & Alho-Lehto, P. (2005). What do they tell us? Descriptive and consumer evaluation of structure engineered food products. Poster session presented at 6th Pangborn Sensory Science Symposium, Harrogate, Yorkshire, UK.

Stacey, J. (2004). Ældre kræver mere smag. Nyt fra Levnedsmiddelcentret, (2), 2-3.

Ramus, K. B. (2004). A study of the potential of grocery shopping on the Internet. Paper presented at Consumer Behaviour and Distribution in the E-Grocery Sector, København, Denmark.

Ramus, K. B. & Grunert, K. G. (2004). A study of the potential of grocery shopping on the Internet. Paper presented at 33rd EMAC Conference, Murcia, Spain.

Grunert, K. G., Bech-Larsen, T., Lähteenmäki, L., Ueland, Ø. & Åström, A. (2004). Attitudes towards the use of GMOs in food production and their impact on buying intention: The role of positive sensory experience. Agribusiness (New York), 20(1), 95-107. https://doi.org/10.1002/agr.10086

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Revised 30.03.2026

Merete Elmann