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

Bech-Larsen, T. & Esbjerg, L. (2006). The garden of the self-service store: A study of customer perceptions of the fruit and vegetable department's influence on store image. Journal of Food Products Marketing, 12(3), 87-102. https://doi.org/10.1300/J038v12n03_07

Scholderer, J., Olsen, S. O., Brunsø, K., Honkanen, P., Verbeke, W. & Pieniak, Z. (2006). The relative importance of habitual and deliberative factors in food consumer behaviour. In Ikke angivet Pergamon Press.

Nielsen, N. A. & Jørgensen, B. (2006). User-driven innovation: Do seniors constitute a segment? In B. Jørgensen & J. Stacey (Eds.), Annual Report 2003-2005 (pp. 17). Aarhus School of Business, Aarhus University, MAPP Centre.

Scholderer, J. & Balderjahn, I. (2006). Was unterscheidet harte und weiche Strukturgleichungsmodelle nun wirklich? Ein Klärungsversuch zur LISREL-PLS-Frage. Marketing : Journal of research and management, 28(1), 57-70.

Peyer, M., Balderjahn, I. & Scholderer, J. (2006). Willingness to pay for fair trade products: Results from a discrete choice experiment. Paper presented at 8th IFSAM World Congress, Berlin, Germany.

Vaz De Almeida, M. D., Davidson, K., De Morais, C., Marshall, H., Bofill, S., Grunert, K. G., Kozlowska, K., Lacasta, Y., Martines, S., Mattsson-Sydner, Y., Nielsen, H. B., Seltmann, G., Szczecinska, A., Raats, M. & Lumbers, M. (2005). Alcohol consumption in elderly people across European countries: Results from the Food in Later Life project. Ageing International, 30(4), 377-395.

Grunert, K. G. (2005). Andelsselskabernes rolle i fremtiden: Er store andelsselskaber til gavn for forbrugerne? Tidsskrift for Landoekonomi, 192. årgang(1), 86-92.

Jespersen, K. R. (2005). Applying a behavioural simulation for the collection of data. Electronic Journal of Business Research Methods, 3(2), 141-148.

Scholderer, J., Grunert, K. G. & Brunsø, K. (2005). A procedure for eliminating additive bias from cross-cultural survey data. Journal of Business Research, 58(1), 72-78. https://doi.org/10.1016/S0148-2963(02)00475-7

Displaying results 1281 to 1290 out of 1633

129

Revised 30.03.2026

Merete Elmann