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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Pravst, I., Kušar, A., Žmitek, K., Miklavec, K., Lavriša, Ž., Lähteenmäki, L., Kulikovskaja, V., Malcolm, R. N., Hodgkins, C. & Raats, M. M. (2018). Recommendations for successful substantiation of new health claims in the European Union. Trends in Food Science & Technology, 71(January), 259-263. https://doi.org/10.1016/j.tifs.2017.10.015

Otterbring, T., Ringler, C., Sirianni, N. J. & Gustafsson, A. (2018). The Abercrombie & Fitch effect: The impact of physical dominance on male customers’ status-signaling consumption. Journal of Marketing Research, 55(1), 69-79. https://doi.org/10.1509/jmr.15.0247

Jensen, B. B., Tsalis, G. & Aschemann-Witzel, J. (2018). The dual relationship between retail price promotions and household food waste: Part of the problem as well as the solution?. Paper presented at 6^th Nordic Retail & Wholesale Conference, Reykjavik, Iceland.

Jensen, B. B., Tsalis, G. & Aschemann-Witzel, J. (2018). The dual relationship between retail price promotions and household food waste: Part of the problem as well as the solution?. Paper presented at 2018 AMA/ACRA 3rd Triennial Conference, Toronto , Canada.

Piha, S., Pohjanheimo, T., Lähteenmäki-Uutela, A., Krecková , Z. & Otterbring, T. (2018). The effects of consumer knowledge on the willingness to buy insect food: An exploratory cross-regional study in Northern and Central Europe. Food Quality and Preference, 70, 1-10. https://doi.org/10.1016/j.foodqual.2016.12.006

Loebnitz, N. & Grunert, K. G. (2018). The Impact of Abnormally Shaped Vegetables on Consumers' Risk Perception Food Quality and Preference. Food Quality and Preference, 63(January), 80-87. https://doi.org/10.1016/j.foodqual.2017.08.004

Laursen, K. B. & Noe, E. (2018). The Paradox of Stability and Dynamics in Organizational Couplings. Cybernetics & Human Knowing - A Journal of Second Order Cybernetics, Autopoiesis and Cyber-Semiotics, 25(1), 71-90. http://www.ingentaconnect.com/contentone/imp/chk/2018/00000025/00000001/art00005#

Otterbring, T., Pareigis, J., Wästlund, E., Makrygiannis, A. & Lindström, A. (2018). The relationship between office type and job satisfaction: Testing a multiple mediation model through ease of interaction and well-being. Scandinavian Journal of Work, Environment & Health, 44(3), 330-334. https://doi.org/10.5271/sjweh.3707

Orquin, J. L. & Holmqvist, K. (2018). Threats to the validity of eye-movement research in psychology. Behavior Research Methods, 50(4), 1645–1656. https://doi.org/10.3758/s13428-017-0998-z

Machín, L., Aschemann-Witzel, J., Curutchet, M. R., Giménez, A. & Ares, G. (2018). Traffic Light System Can Increase Healthfulness Perception: Implications for Policy Making. Journal of Nutrition Education and Behavior, 50(7), 668-674. https://doi.org/10.1016/j.jneb.2018.03.005

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Revised 30.03.2026

Merete Elmann