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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Aschemann-Witzel, J., Grunert, K. G. & Bolton, L. E. (2014). Fact or Fiction? The Impact of Framing Product Information on Consumer´s Attitude towards a Food Supplement.. Paper presented at European Marketing Academy , Valencia, Spain.

Pagiaslis, A. & Krystallis Krontalis, A. (2014). Green Consumption Behavior Antecedents: Environmental Concern, Knowledge, and Beliefs. Psychology & Marketing, 31(5), 335-348. https://doi.org/10.1002/mar.20698

Olsen, N. V., Røssvoll, E., Langsrud, S. & Scholderer, J. (2014). Hamburger hazards and emotions. Appetite, 78(July), 95-101. https://doi.org/10.1016/j.appet.2014.03.007

Chrysochou, P. & Grunert, K. G. (2014). Health-related ad information and health motivation effects on product evaluations. Journal of Business Research, 67(6), 1209-1217. https://doi.org/10.1016/j.jbusres.2013.05.001

Jacobsen, L., Grunert, K. G., Søndergaard, H. A., Steenbekkers, B., Dekker, M. & Lähteenmäki, L. (2014). Improving internal communication between marketing and technology functions for successful new food product development. Trends in Food Science & Technology, 37(2), 106-114. https://doi.org/10.1016/j.tifs.2014.03.005

Aschemann-Witzel, J. & Zielke, S. (2014). Income and price as a barrier to organic food choice. Poster session presented at IFOAM Organic World Congress scientific conference, Istanbul, Turkey.

Ölander, F. & Thøgersen, J. (2014). Informing versus nudging in environmental policy. Journal of Consumer Policy, 37(3), 341-356. https://doi.org/10.1007/s10603-014-9256-2

Aschemann-Witzel, J., Grunert, K. G. & Bolton, L. E. (2014). Nature sells best? The influence of health-related information frames on health inferences and attitude. Paper presented at International Congress of Applied Psychology (ICAP), , Paris, France. http://www.icap2014.com/

Mørk, T., Tsalis, G. & Grunert, K. G. (2014). Økologi i de offentlige køkkener. DCA - Nationalt Center for Fødevarer og Jordbrug. DCA rapport No. 039

Aschemann-Witzel, J. (2014). Organic food health perception and communication at a crossroad?. Paper presented at Scientific Seminar on Organic Food, Mikkeli, Finland.

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Revised 30.03.2026

Merete Elmann