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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Aschemann-Witzel, J. & Zielke, S. (2017). Can’t Buy Me Green? A Review of Consumer Perceptions of and Behavior Toward the Price of Organic Food. Journal of Consumer Affairs, 51(1), 211-251. https://doi.org/10.1111/joca.12092

Raak, N., Symmank, C., Zahn, S., Aschemann-Witzel, J. & Rohm, H. (2017). Processing- and product-related causes for food waste and implications for the food supply chain. Waste Management, 61, 461-472. https://doi.org/10.1016/j.wasman.2016.12.027

Hubert, M., Blut, M., Brock, C., Backhaus, C. & Eberhardt, T. (2017). Acceptance of Smartphone-Based Mobile Shopping: Mobile Benefits, Customer Characteristics, Perceived Risks, and the Impact of Application Context. Psychology & Marketing, 34(2), 175-194. https://doi.org/10.1002/mar.20982

Bundgaard, L. & Grønhøj, A. (2017). Motivation til sundere kost på erhvervsskoler. DCA - Nationalt Center for Fødevarer og Jordbrug. DCA rapport No. 091

Schnettler, B., Grunert, K. G., Orellana, L., Sepúlveda, J., Miranda, H., Lobos, G., Adasme-Berríos, C., Denegri, M., Mora, M., Salinas-Oñate, N., Hueche, C. & Etchebarne, S. (2017). Restricción alimentaria, satisfacción con la vida y discrepancia del yo en estudiantes universitarios de distinto género. Suma Psicológica, 24(1), 25-33. https://doi.org/10.1016/j.sumpsi.2016.12.001

Aschemann-Witzel, J., de Hooge, I. E., Kulikovskaja, V., Bech-Larsen, T. & Oostindjer, M. (2017). Bargain or good deed? Exploring how retailers should communicate expiration date pricing of suboptimal foods. Paper presented at EMAC 2017, Groningen, Netherlands.

Rohm, H., Oostindjer, M., Aschemann-Witzel, J., Symmank, C., Almli, V. L., de Hooge, I. E., Normann, A. & Karantininis, K. (2017). Consumers in a Sustainable Food Supply Chain (COSUS): Understanding Consumer Behavior to Encourage Food Waste Reduction. Foods, 6(12), Article 104. https://doi.org/10.3390/foods6120104

Jensen, B. B. & Bech-Larsen, T. (2017). Consumers' multifaceted deal knowledge in a grocery retail setting. The International Review of Retail, Distribution and Consumer Research, 27(1), 61-77. https://doi.org/10.1080/09593969.2016.1214167

Schnettler, B., Höger, Y., Orellana, L., Miranda, H., Lobos, G., Sepúlveda, J., Sánchez, M., Miranda-Zapata, E., Denegri, M., Grunert, K. G. & Salinas-Oñate, N. (2017). Food neophobia, life satisfaction and family eating habits in university students. Cadernos de Saude Publica, 33(3), Article e00165615. https://doi.org/10.1590/0102-311x00165615

Kulikovskaja, V. & Aschemann-Witzel, J. (2017). Food Waste Avoidance Actions in Food Retailing: The Case of Denmark. Journal of International Food & Agribusiness Marketing, 29(4), 328-345. https://doi.org/10.1080/08974438.2017.1350244

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Revised 30.03.2026

Merete Elmann