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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Esbjerg, L., Laursen, K. B. & Schulze, M. (2021). Gatekeepers to animal welfare: On the central role of retailers in the ongoing attempts to reorient markets for farm animal welfare. Abstract from Interdisciplinary Market Studies Workshop, Grenoble, Switzerland.

Peschel, A. O., Jacobsen, L. & Steinmann, S. (2021). Investigating the Effect of Diversity Communication in the Marketplace.

Aschemann-Witzel, J., Gantriis, R. F., Fraga, P. & Perez-Cueto, F. (2021). Plant-based food and protein trend from a business perspective: markets, consumers, and the challenges and opportunities in the future. Critical Reviews in Food Science and Nutrition, 61(18), 3119-3128. https://doi.org/10.1080/10408398.2020.1793730

Esbjerg, L., Laursen, K. B. & Schulze, M. (2021). Retailers as Drivers of Change? On the Role of Retailers in ongoing Attempts to reorient Markets for Animal Welfare. Abstract from Nordic Retail and Wholesale Conference 2021, Umea, Sweden.

Kulikovskaja, V. (2020). The Role of Customer Engagement in Marketing. [PhD dissertation, Aarhus University].

Stancu, C. M., Grønhøj, A. & Lähteenmäki, L. (2020). Meanings and Motives for Consumers’ Sustainable Actions in the Food and Clothing Domains. Sustainability, 12(24), 1-25. Article 10400. https://doi.org/10.3390/su122410400

Ahlström, R., Gärling, T. & Thøgersen, J. (2020). Affluence and unsustainable consumption levels: The role of consumer credit. Cleaner and Responsible Consumption, 1, Article 100003. https://doi.org/10.1016/j.clrc.2020.100003

Jacobsen, L. F., Tudoran, A. A. & Martinez, M. G. (2020). Examining trust in consumers as new food co-creators: Does the communicator matter? Food Quality and Preference, 86, Article 104004. https://doi.org/10.1016/j.foodqual.2020.104004

Schnettler, B., Hueche, C., Andrades , J., Ares, G., Horacio, M., Orellana, L. & Grunert, K. G. (2020). How is satisfaction with food-related life conceptualized? A comparison between parents and their adolescent children in dual-headed households. Food Quality and Preference, 86, Article 104021. https://doi.org/10.1016/j.foodqual.2020.104021

Ares, G., Antúnez, L., Otterbring, T., Curutchet, M. R., Galicia, L., Moratorio, X. & Bove, I. (2020). Sick, salient and full of salt, sugar and fat: Understanding the impact of nutritional warnings on consumers’ associations through the salience bias. Food Quality and Preference, 86, Article 103991. https://doi.org/10.1016/j.foodqual.2020.103991

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Revised 30.03.2026

Merete Elmann