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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Tunca, S., Budhathoki, M. & Brunsø, K. (2024). European consumers' intention to buy sustainable aquaculture products: An exploratory study. Sustainable Production and Consumption, 50, 20-34. https://doi.org/10.1016/j.spc.2024.07.021

Klincewicz, K., Jacobsen, L., Debska, K., Gazdecki, M., Gorynska-Goldmann, E., Krol, K., Lähteenmäki, L., Wielicka-Regulska, A. & Zatorska, M. (2024). Evolution of motivation in co-creation: Recruit, retain and complete in a project on new food product co-creation. Creativity and Innovation Management, 33(3), 312-337. https://doi.org/10.1111/caim.12589

Ferrales, C. & Grunert, K. G. (2024). Multilevel food ethnocentrism: Cross-national scale development. Food Quality and Preference, 118, Article 105164. https://doi.org/10.1016/j.foodqual.2024.105164

Budhathoki, M., Tunca, S., Martinez, R. L., Zhang, W., Li, S., Le Gallic, B., Brunsø, K., Sharma, P., Eljasik, P., Gyalog, G., Panicz, R. & Little, D. (2024). Societal perceptions of aquaculture: Combining scoping review and media analysis. Reviews in Aquaculture, 16(4), 1879-1900. https://doi.org/10.1111/raq.12927

Zaleskiewicz, H., Kulis, E., Siwa, M., Szczuka, Z., Banik, A., Grossi, F., Chrysochou, P., Tore Nystrand, B., Perrea, T., Samoggia, A., Xhelili, A., Krystallis, A. & Luszczynska, A. (2024). Geographical Context of European Consumers’ Choices of Alternative Protein Food: A Systematic Review. Food Quality and Preference, 117, Article 105174. https://doi.org/10.1016/j.foodqual.2024.105174

Grønhøj, A., Stancu, C. M., Aschemann-Witzel, J. & Mulders, M. (2024). Reduction of meat consumption in households by engaging in a plant-based eating ‘challenge’.. Poster session presented at Pangborn 2021, Nantes, France.

Bech-Larsen, T., Grunert, K. G. & Tsalis, G. (2024). Effects of the qualification of animal welfare claims in market communication on consumer purchase intentions with and without time constraints: A dual processing perspective. Food Policy, 126, Article 102670. https://doi.org/10.1016/j.foodpol.2024.102670

Schulze, M., Janssen, M. & Aschemann-Witzel, J. (2024). How to move the transition to sustainable food consumption towards a societal tipping point. Technological Forecasting and Social Change, 203, Article 123329. https://doi.org/10.1016/j.techfore.2024.123329

Kraak, V. I. & Aschemann-Witzel, J. (2024). The Future of Plant-Based Diets: Aligning Healthy Marketplace Choices with Equitable, Resilient, and Sustainable Food Systems. Annual Review of Public Health, 45(1), 253-275. https://doi.org/10.1146/annurev-publhealth-060722-032021

Hesselberg, J., Pedersen, S. & Grønhøj, A. (2024). Meat reduction meets family reality: Negotiating sustainable diets in households with adolescents. Appetite, 195, Article 107213. https://doi.org/10.1016/j.appet.2024.107213

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Revised 30.03.2026

Merete Elmann