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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Lähteenmäki, L. (2013). Claiming health in food products. Food Quality and Preference, 27, 196-201. https://doi.org/10.1016/j.foodqual.2012.03.006

Pick, D., Zielke, S. & Hoyer, W. D. (2013). Communicating cost-caused price increases in service markets. Abstract from 2013 Pricing and Retailing Conference, Boston, United States. http://www.babson.edu/Academics/centers/retail-supply-chain-institute/conferences/Documents/pricing-and-retailing-conference-schedule.pdf

de Barcellos, M. D., Grunert, K. G., Zhou, Y., Verbeke, W., Perez-Cueto, F. J. A. & Krystallis Krontalis, A. (2013). Consumer attitudes to different pig production systems: A study from mainland China. Agriculture and Human Values, 30(3), 443-455. https://doi.org/10.1007/s10460-012-9416-4

Haugaard, P., Stefan, V. & Lähteenmäki, L. (2013). Consumers' perceived meal satisfaction. Poster session presented at Pangborn 2013, Rio de Janeiro, Brazil. http://www.pangborn2013.com/

Chrysochou, P. & Malciute, J. (2013). Customer brand engagement on online social media platforms: A conceptual model and empirical analysis. Paper presented at 42nd European Marketing Academy (EMAC), Istanbul, Turkey. http://www.emac2013.org/

Aschemann-Witzel, J. (2013). Danish mothers' perception of healthiness of their dietary behaviors during transition to parenthood. Journal of Family Issues, 34(10), 1335-1355. https://doi.org/10.1177/0192513X12463688

Kellner, J., Wagner, G., Zielke, S., Toporowski, W. & Schramm-Klein, H. (2013). Differentiation in online retailing: Analysing the consumer’s perspective using a repertory grid approach. Paper presented at 42nd European Marketing Academy (EMAC), Istanbul, Turkey. http://www.emac2013.org/

Marian, L. & Thøgersen, J. (2013). Direct and mediated impacts of product and process characteristics on consumers’ choice of organic vs. conventional chicken. Food Quality and Preference, 29(2), 106-112. https://doi.org/10.1016/j.foodqual.2013.03.001

Grunert, K. G., Rosendahl, J., Andronikidis, A. I., Avlonitis, G. J., Papastathopoulou, P., Santos, C. R., Pertejo, A. R., Abad-González, J., Laaksonen, P., Halkoaho, J., Kenyon, A., Kopičárová, L. & van Berkel, J. (2013). Drinking Motives. In C. R. Santos, S. Ganassali, F. Casarin, P. Laaksonen & H. R. Kaufmann (Eds.), Consumption Culture in Europe: Insight into the Beverage Industry (pp. 306-332). IGI global. https://doi.org/10.4018/978-1-4666-2857-1.ch008

Aschemann-Witzel, J., Grunert, K. G., van Trijp, H., Bialkova, S., Raats, M., Hodgkins, C., Wasowicz-Kirylo, G. & Koenigstorfer, J. (2013). Effect of nutrition label format and product assortment on healthfulness of food choice. Appetite, 71(1), 63-74. https://doi.org/10.1016/j.appet.2013.07.004

Displaying results 631 to 640 out of 1633

Revised 30.03.2026

Merete Elmann