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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Lobos, G., Schnettler, B., Grunert, K. G., Lapo, C., Saens, R. & Adasme-Berríos, C. (2021). Estimando calidad de vida subjetiva en adultos mayores urbanos en Chile. Lecturas de Economia, (95), 199-230. https://doi.org/10.17533/udea.le.n95a342424

Mansilla, N., Stancu, V., Stickel, L. & Grasso, S. (2021). Increasing food labelling awareness through a massive open online course (MOOC). Nutrition Bulletin, 46(4), 443-450. https://doi.org/10.1111/nbu.12527

Grunert, K. G., De Bauw, M., Dean, M., Lähteenmäki, L., Maison, D., Pennanen, K., Sandell, M. A., Stasiuk, K., Stickel, L., Tarrega, A., Vainio, A. & Vranken, L. (2021). No lockdown in the kitchen: How the COVID-19 pandemic has affected food-related behaviours. Food Research International, 150(Part A), Article 110752. https://doi.org/10.1016/j.foodres.2021.110752

Grunert, K. G., Zhou, Y., Banovic, M. & Loebnitz, N. (2021). Supermarket competence in emergent markets: Conceptualization, measurement, effects, and policy implications. Journal of Consumer Affairs, 55(4), 1633-1659. https://doi.org/10.1111/joca.12398

Banovic, M., Aschemann-Witzel, J. & Deliza, R. (2021). Taste perceptions mediate the effect of a health goal on food choice. Food Quality and Preference, 94, Article 104305. https://doi.org/10.1016/j.foodqual.2021.104305

Banovic, M. & Barone, A. M. (2021). The hybrid enigma: The importance of self-construal for the effectiveness of communication messages promoting sustainable behaviour. Food Quality and Preference, 94, Article 104334. https://doi.org/10.1016/j.foodqual.2021.104334

Stancu, V., Lähteenmäki, L. & Grunert, K. G. (2021). The role of time constraints in consumer understanding of health claims. Food Quality and Preference, 94, Article 104261. https://doi.org/10.1016/j.foodqual.2021.104261

Meijer, G. W., Detzel, P., Grunert, K. G., Robert, M. C. & Stancu, V. (2021). Towards effective labelling of foods. An international perspective on safety and nutrition. Trends in Food Science and Technology, 118, 45-56. https://doi.org/10.1016/j.tifs.2021.09.003

Barone, A. M., Donato, C. & Romani, S. (2021). Physically processing imperfect produce: The impact of prototypicality. Journal of Consumer Behaviour, 20(6), 1547-1561. https://doi.org/10.1002/cb.1966

Thøgersen, J. & Pedersen, S. (2021). The importance of the export country's environmental image for consumer responses to an imported environmentally friendly product. International Marketing Review, 38(6), 1217-1241. https://doi.org/10.1108/IMR-05-2020-0085

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Revised 30.03.2026

Merete Elmann