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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Hansen, K. N. & Esbjerg, L. (2012). Retailer market practices in relation to animal welfare: The case of ‘loose sows’. Paper presented at 3rd Nordic Retail and Wholesale Conference, Lund, Sweden. http://www.nrwa.se/nrwc_2012

Schnettler, B., Crisostomo, G., Mills, N.-F., Miranda, H., Sepúlveda, J. & Grunert, K. G. (2012). Satisfaction with life, with food-related life, and food neophobia in South America. Abstract from 5th European conference on sensory and consumer research , Bern, Switzerland. http://www.eurosense.elsevier.com/conference-history.html

Grunert, K. G., Wills, J., Fernandez-Celemin, L., Lähteenmäki, L., Scholderer, J. & Bonsmann, S. S. G. (2012). Socio-demographic and attitudinal determinants of nutrition knowledge of food shoppers in six European countries. Food Quality and Preference, 26(2), 166-177. https://doi.org/10.1016/j.foodqual.2012.04.007

Zielke, S. (2012). Sortimentspolitk. In J. Zentes, B. Swoboda, D. Morschett & H. Schramm-Klein (Eds.), Handbuch Handel: Strategien – Perspektiven – Internationaler Wettbewerb (2 ed., pp. 507-526). Springer. https://doi.org/10.1007/978-3-8349-3847-3

Kellner, J., Wiese, A., Toporowski, W. & Zielke, S. (2012). Store formats in online retailing –: A consumer-based approach. Paper presented at 19th Recent Advances in Retailing & Services Science Conference, Vienna, Austria.

Sørensen, B. T., Dutra de Barcellos, M., Veflen Olsen, N., Verbeke, W. & Scholderer, J. (2012). Systems of attitudes towards production in the pork industry: A cross-national study. Appetite, 59(3), 885–897. https://doi.org/10.1016/j.appet.2012.08.021

Mueller Loose, S. & Umberger, W. (2012). Taste versus health: Australian consumers’ preferences for marbling and fat. Abstract from 2012 AAEA Annual Meeting , Seattle, United States. http://www.aaea.org/2012am

Kokkali, P., Koutsouris, A. & Chrysochou, P. (2012). TDI and rural destinations’ attractiveness: Evidence from Greece. Abstract from 2nd Advance in Hospitality and Tourism Marketing & Management Conference, Corfu, Greece. http://www.ahtmmc2012.gr/

Aschemann-Witzel, J., Grunert, K. G., van Trijp, H., Bialkova, S., Raats, M., Hodgkins, C. & Koenigstorfer, J. (2012). The effect of color-coding, text and GDA as a part of nutrition labels on facilitation of healthy choice. Paper presented at Joint AAEA/EAAE conference on Food Environment, Boston, United States. http://www.aaea.org/symposia/food-environment-the-effects-of-context-on-food-choice

Mueller Loose, S., Scholderer, J., Corsi, A. M. & Lockshin, L. (2012). The impact of choice context on consumers' choice heuristics. In European Academy of Management. Proceedings 2012 European Marketing Academy - EMAC. http://www.emac2012.org/r/default.asp?iId=FEGGHF

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Revised 30.03.2026

Merete Elmann