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.

Subscribe to Events

Visit us on ResearchGate

Find us on LinkedIn

MAPP publications

Sort by: Date | Author | Title

Miles, S., Crevel, R., Chryssochoidis, G., Frewer, L., Grimshaw, K., Guidonet Riera, A., Gowland, H., Knibb, R., Koch, P., Madsen, C., Mills, C., Palkonen, S., Pfaff, S., Roccaldo, R., Scholderer, J., Ueland, O., Valovirta, E. & Verbeke, W. (2006). Communication needs and food allergy: An analysis of stakeholder views. In L. J. W. J. Gilissen, H. J. Wichers, H. F. J. Savelkoul & R. J. Bogers (Eds.), Allergy Matters: New Approaches to Allergy Prevention and Management (pp. 171-192). Springer.

Jespersen, K. R. (2006). Computational intelligence as a platform for data collection methodology in management science. In K. Voges & N. Pope (Eds.), Business Applications and Computational Intelligence (pp. 38-53). Idea Group Publishing.

Verbeke, W. & Brunsø, K. (2006). Consumer awareness, perceptions and behaviour towards farmed versus wild fish. In K. J. Thomson & L. Venzi (Eds.), Proceedings of the 95th Seminar of the European Association of Agricultural Economics: The Economics of Aquaculture with respect to Fisheries (pp. 237-251). EAAE. http://www.unitus.it/EAAE_2nd_call/programme.htm

Brunsø, K., Scholderer, J., Verbeke, W. & Olsen, S. O. (2006). Consumer behaviour and preferences for aquaculture products. Abstract from AQUA 2006, Florence, Italy.

Thøgersen, J. (2006). Consumer decision-making with regard to organic food products: Results from the CONDOR project. Paper presented at Traditional Food Processing and Technological Innovation Conference, University of Algarve, Portugal.

Costa, A. I. A. (2006). Consumer guidance in product innovation: Conceptualisation of a measurement instrument for the fast-moving consumer goods industry. Abstract from Food Innovation and New Product Development: 4th International MAPP Workshop on Consumer Behaviour and Food Marketing, Middelfart, Denmark.

Pieniak, Z., Verbeke, W., Brunsø, K. & Olsen, S. O. (2006). Consumer knowledge and interest in information about fish. In J. B. Luten, C. Jacobsen, K. Bekaert, A. Sæbø & J. Oehlenschläger (Eds.), Seafood Research from Fish to Dish (pp. 229-239). Wageningen Academic Publishers.

Verbeke, W., Scholderer, J. & Frewer, L. J. (2006). Consumer perception of safety in the agri-food chain. In P. A. Luning, F. Devlieghere & R. Verhé (Eds.), Safety in the agri-food chain (pp. 619-646). Wageningen Academic Publishers.

Krutulyte, R., Grunert, K. G. & Scholderer, J. (2006). Consumer preferences for different combinations of carriers and functional ingredients. Abstract from Workshop on Functional Food for Gut, Neurological and Cardiovascular Health, Lund, Sweden.

Grunert, K. G., Esbjerg, L., Bech-Larsen, T., Brunsø, K. & Juhl, H. J. (2006). Consumer preferences for retailer brand architectures: Results from a conjoint study. International Journal of Retail and Distribution Management, 34(8), 597-608.

Displaying results 1231 to 1240 out of 1633

124

Revised 30.03.2026

Merete Elmann