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

Grunert, K. G. (2005). Food quality and safety: Consumer perception and demand. European Review of Agricultural Economics, 32(3), 369-391.

Reid, M., Brunsø, K. & Grunert, K. G. (2005). Food-related life style segments in Australia: What's the trend?. Paper presented at ANZMAC, Perth, Australia.

Frewer, L., Fischer, A., Scholderer, J. & Verbeke, W. (2005). Food safety and consumer behaviour. In W. M. F. Jongen & M. T. G. Meulenberg (Ed.), Innovation in agri-food systems: Product quality and consumer acceptance (pp. 125-145). Wageningen Academic Publishers.

Stacey, J. & Nielsen, N. A. (2005). Forbrugernes veje er mangfoldige. Scan Ref, (1), s. 60-61.

Edelenbos, M., Kidmose, U. & Søndergaard, H. A. (2005). Grønsager serveret på en 'børnevenlig' måde. Frugt og Gront, 10, 402-403.

Kole, A., Haveman, D. & Costa, A. I. A. (2005). Implicit attitudes, explicit attitudes, and consumers' willingness to pay for sustainably produced food products. Poster session presented at 6th Pangborn Sensory Science Symposium, Harrogate, Yorkshire, UK.

Skytte, H. (2005). Kend dig selv - og dine omgivelser: Et værktøj for danske slagteriselskaber. Handelshøjskolen i Århus, MAPP Centeret.

Sonne, A.-M. & Harmsen, H. (2005). Knowledge sharing in international product development teams. Paper presented at NFF 2005: The 18th Scandinavian Academy of Management Meeting, Aarhus, Denmark.

Stacey, J. (2005). MAPP-konference om brugerdrevet innovation. Plus Proces, 19(10), 69.

Brunsø, K., Andersen, L. S. & Grunert, K. G. (2005). Markedsføring af nicheprodukter. Handelshøjskolen i Århus, MAPP Centeret.

Displaying results 1311 to 1320 out of 1633

132

Revised 30.03.2026

Merete Elmann