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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Banovic, M. & Arsenijevic, V. (2017). Seeing through consumer: Predicting consumer preferences and choices by using deep learning neural networks. In A. Gneezy, V. Griskevicius & P. Williams (Eds.), NA - Advances in Consumer Research (Vol. 45). Article 14-U Association for Consumer Research. http://acrwebsite.org/volumes/1024210/volumes/v45/NA-45

Otterbring, T. (2017). Smile for a while: The effect of employee-displayed smiling on customer affect and satisfaction. Journal of Service Management, 28(2), 284-304. https://doi.org/10.1108/JOSM-11-2015-0372

Thøgersen, J. (2017). Sustainable Food Consumption in the Nexus between National Context and Private Lifestyle: A Multi-Level Study. Food Quality and Preference, 55, 16-25. https://doi.org/10.1016/j.foodqual.2016.08.006

Krystallis, A. (2017). The Concept of Authenticity and its Relevance to Consumers: Country and Place Branding in the Context of Food Authenticity. In C. A. Georgiou & G. P. Danezis (Eds.), Food Authentication: Management, Analysis and Regulation (pp. 25-82). Wiley-Blackwell. https://doi.org/10.1002/9781118810224.ch3

He, S. Y. & Thøgersen, J. (2017). The impact of attitudes and perceptions on travel mode choice and car ownership in a Chinese megacity: The case of Guangzhou. Research in Transportation Economics, 62, 57-67. https://doi.org/10.1016/j.retrec.2017.03.004

Dörnyei , K. R., Chrysochou, P. & Krystallis, A. (2017). The Impact of Product Assortment Size and Attribute Quantity on Information Searches. Journal of Consumer Marketing, 34(3), 191-201. https://doi.org/10.1108/JCM-10-2015-1594

Nuttavuthisit, K. & Thøgersen, J. (2017). The Importance of Consumer Trust for the Emergence of a Market for Green products: The Case of Organic Food. Journal of Business Ethics, 140(2), 323–337. https://doi.org/10.1007/s10551-015-2690-5

de Hooge, I. E., Oostindjer, M., Aschemann-Witzel, J., Normann, A., Loose, S. M. & Almli, V. L. (2017). This apple is too ugly for me! Consumer preferences for suboptimal food products in the supermarket and at home. Food Quality and Preference, 56, 80-92. https://doi.org/10.1016/j.foodqual.2016.09.012

Schnettler, B., Velásquez, C., Lobos, G., Orellana, L., Sepúlveda, J., Salinas-Õnate, N., Adasme-Berríos, C. & Grunert, K. G. (2016). Acceptance of beef obtained through genetic modification and cloning in university students and working adults in southern Chile. Revista de la Facultad de Ciencias Agrarias, 48(2), 141-159. http://revista.fca.uncu.edu.ar/images/stories/pdfs/2016-02/Cp11_Schnettler.pdf

Peschel, A. O., Grebitus, C., Steiner, B. & Veeman, M. (2016). How does consumer knowledge affect environmentally sustainable choices? Evidence from a cross-country latent class analysis of food labels. Appetite, 106, 78-91. https://doi.org/10.1016/j.appet.2016.02.162

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Revised 30.03.2026

Merete Elmann