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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van der Werff, E., Thøgersen, J. & Bruine de Bruin, W. (2018). Changing Household Energy Usage: The Downsides of Incentives and How to Overcome Them. IEEE Power & Energy Magazine, 16(1), 42-48. https://doi.org/10.1109/MPE.2017.2759884

Otterbring, T. & Lu, C. (2018). Clothes, condoms, and customer satisfaction: The effect of employee mere presence on customer satisfaction depends on the shopping situation. Psychology & Marketing, 35(6), 454-462. https://doi.org/10.1002/mar.21098

Otterbring, T. & Mitkidis, P. (2018). Commentary: Folk-Economic Beliefs: An Evolutionary Cognitive Model. Frontiers in Psychology, 9(JUN), 1120. Article 1120. https://doi.org/10.3389/fpsyg.2018.01120

Ares, G., Varela, F., Machín, L., Antúnez, L., Giménez, A., Curutchet, M. R. & Aschemann-Witzel, J. (2018). Comparative performance of three interpretative front-of-pack nutrition labelling schemes: Insights for policy making. Food Quality and Preference, 68, 215-225. https://doi.org/10.1016/j.foodqual.2018.03.007

Schnettler, B., Sepúlveda, N., Grunert, K. G. & Hueche, C. (2018). Consumer acceptance of a functional processed meat product made with different meat sources. British Food Journal, 120(2), 424-440. https://doi.org/10.1108/BFJ-04-2017-0211

Ares, G., Aschemann-Witzel, J., Vidal, L., Machín, L., Moratorio, X., Bandeira, E., Curutchet, M. R., Bove, I. & Giménez, A. (2018). Consumer accounts of favourable dietary behaviour change and comparison with official dietary guidelines. Public Health Nutrition, 21(10), 1952-1960. https://doi.org/10.1017/S1368980018000241

Aschemann-Witzel, J., Giménez, A. & Ares, G. (2018). Consumer in-store choice of suboptimal food to avoid food waste: The role of food category, communication and perception of quality dimensions. Food Quality and Preference, 68(September), 29-39. https://doi.org/10.1016/j.foodqual.2018.01.020

Grunert, K. G., Sonntag, W., Glanz-Chanos, V. & Forum, S. (2018). Consumer interest in environmental impact, safety, health and animal welfare aspects of modern pig production: Results of a cross-national choice experiment. Meat Science, 137(March), 123-129. https://doi.org/10.1016/j.meatsci.2017.11.022

Aschemann-Witzel, J. (2018). Consumer perception and preference for suboptimal food under the emerging practice of expiration date based pricing in supermarkets. Food Quality and Preference, 63(January), 119-128. https://doi.org/10.1016/j.foodqual.2017.08.007

Pedersen, S., Aschemann-Witzel, J. & Thøgersen, J. (2018). Consumers' evaluation of imported organic food products: The role of geographical distance. Appetite, 130, 134-145. https://doi.org/10.1016/j.appet.2018.08.016

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Revised 30.03.2026

Merete Elmann