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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Esbjerg, L., Grunert, K. G. & Juhl, H. J. (2004). Retailer brand architectures: Consumer perceptions of five Danish food retailers. Paper presented at 8th International Conference on Corporate Reputation, Image, Identity & Competitiveness, Fort Lauderdale, USA. http://www.reputationinstitute.com/knowledge-center/search?query=Retailer+brand+architectures&results=10&search=1

Esbjerg, L. (2004). Retailer buying: A paradigmatic critique. Paper presented at 6th International Conference on Chain and Network Management in Agribusiness and the Food Industry, Wageningen, Holland.

Esbjerg, L. (2004). Retailer buying as meaningful action: A study of how and why German food retailers buy fresh pork. Aarhus School of Business, Department of Marketing, Informatics and Statistics.

Bisgaard, M., Stacey, J. & Mortensen, E. T. (2004). Rundt om det moderne fødevareforbrug. Alimenta, (3), 6-8.

Jensen, B. B., Sonne, A.-M. & Harmsen, H. (2004). Scenarier for fødevareindustrien år 2010: Del 2: Fremtidige kompetencebehov.

Beekmann, V., Frewer, L. F., Lassen, J. & Scholderer, J. (2004). Societal aspects of foods derived from GM crops. In A. König, G. Kleter, W. Hammes, I. Knudsen & H. Kuiper (Eds.), ENTRANSFOOD Network - Safety Assesment of Genetically Modified Crops (pp. 83-90). Publications Office.

Frewer, L. J., Lassen, J., Kettlitz, B., Scholderer, J., Beekman, V. & Berdal, K. G. (2004). Societal aspects of genetically modified foods. Food and Chemical Toxicology, 42(7, Jul), 1181-1193. http://www.baser.dk/login?url=http://www.sciencedirect.com/science?_ob=MImg&_imagekey=B6T6P-4C8NH9R-1-3&_cdi=5036&_orig=browse&_coverDate=07%2F31%2F2004&_sk=999579992&view=c&wchp=dGLbVzz-zSkWW&_acct=C000033698&_version=1&_userid=634412&md5=faae7e62caf8e9b9eec7b8c70270a841&ie=f.pdf

Grunert, K. G. & Hildebrandt, L. (2004). Success factors, competitive advantage and competence development. Journal of Business Research, 57(5, May), 459-461. http://www.baser.dk/login?url=http://www.sciencedirect.com/science?_ob=MImg&_imagekey=B6V7S-45XRJ2J-5-1&_cdi=5850&_orig=browse&_coverDate=05%2F31%2F2004&_sk=999429994&view=c&wchp=dGLbVlz-zSkWb&_acct=C000033698&_version=1&_userid=634412&md5=732464c5ef0398ca62691441e95cf71d&ie=f.pdf

Brunsø, K., Scholderer, J. & Grunert, K. G. (2004). Testing relationships between values and food-related lifestyle: Results from two European countries. Appetite, 43(2, Oct), 195-205. https://doi.org/10.1016/j.appet.2004.05.001

Skytte, H. & Bove, K. (2004). The concept of retailer value: A means-end chain analysis. Agribusiness (New York), 20(3), 323-345. http://www3.interscience.wiley.com/cgi-bin/fulltext/109561047/PDFSTART

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