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., Grunert, K. G. & Bolton, L. E. (2014). Red Wine Wonder-Pill? US and Danish Supplement Consumer´s Reaction to Resveratrol. In J. Stanton, M. Lang & K. Grunert (Eds.), International Food Marketing Research Symposium: Conference proceedings 2014 (Vol. 2014, pp. 3-13). Institute of Food Products Marketing. http://institutefpm.com/PDFs/IFPM14_Part_2.pdf

Juhl, H. J. & Jensen, M. B. (2014). Relative price changes as a tool to stimulate more healthy food choices: A Danish household panel study. Food Policy, 46(June), 178–182. https://doi.org/10.1016/j.foodpol.2014.03.008

Wagner, K., Jacobsen, L., van Trijp, H. & Lähteenmäki, L. (2014). Report on the evaluation of the framework model.

Esbjerg, L., Burt, S., Pearse, H. & Glanz-Chanos, V. (2014). Retailers and technology-driven innovation in the food sector: Villains or caretakers of consumer interests?. Paper presented at Nordic Retail and Wholesale Conference, Stockholm, Sweden.

Chrysochou, P., Festila, A. F., Georgieva, A. & Todorova, D. (2014). Should it be Green or Not? Investigating what Constitutes Prototypical Packaging Design for Organic Food. Abstract from 19th Corporate and Marketing Communications Conference, Milan, Italy. http://centridiricerca.unicatt.it/labcom_2138.html

Nørgaard, M. K., Sørensen, B. T. & Grunert, K. G. (2014). Social and individual determinants of adolescents' acceptance of novel healthy and cool snack products. Appetite, 83(1), 226–235. https://doi.org/10.1016/j.appet.2014.08.028

Karadzic, V., Grin, J., Antunes, P. & Banovic, M. (2014). Social learning in fish producers' organizations: How fishers perceive their membership experience and what they learn from it. Marine Policy, 44, 427-437. https://doi.org/10.1016/j.marpol.2013.10.007

Bech-Larsen, T. & Kazbarè, L. (2014). Spillover of diet changes on intentions to approach healthy food and avoid unhealthy food. Health Education, 114(5), 367-377. https://doi.org/10.1108/HE-04-2013-0014

Grunert, K. G., Hieke, S. & Wills, J. (2014). Sustainability labels on food products: Consumer motivation, understanding and use. Food Policy, 44, 177-189. https://doi.org/10.1016/j.foodpol.2013.12.001

Perrea, T., Grunert, K. G., Krystallis Krontalis, A., Zhou, Y., Huang, G. & Hu, Y. (2014). Testing and Validation of a Hierarchical Values-Attitudes Model in the Context of Green Food in China. Asia Pacific Journal of Marketing and Logistics, 26(2), 296-314. https://doi.org/10.1108/APJML-09-2013-0106

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Revised 30.03.2026

Merete Elmann