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., Bech-Larsen, T. & Grønhøj, A. (2014). Are parents eating their greens? Fruit and vegetable consumption during a school intervention. British Food Journal, 116(4), 585-597. https://doi.org/10.1108/BFJ-05-2012-0134

de Vet, E., de Ridder, D. T. D., Stok, M., Brunsø, K., Baban, A. & Gaspar de Matos, T. (2014). Assessing self-regulation strategies: Development and validation of the tempest self-regulation questionnaire for eating (TESQ-E) in adolescents. International Journal of Behavioral Nutrition and Physical Activity, 11(106). http://www.ijbnpa.org/content/11/1/106

Bialkova, S., Grunert, K. G., Juhl, H. J., Wasowicz-Kirylo, G., Stysko-Kunkowska, M. & van Trijp, H. (2014). Attention mediates the effect of nutrition label information on consumers' choice: Evidence from a choice experiment involving eye-tracking. Appetite, 76(May), 66-75. https://doi.org/10.1016/j.appet.2013.11.021

Orquin, J. L., Jeppesen, H. B., Scholderer, J. & Haugtvedt, C. (2014). Attention to advertising and memory for brands under alcohol intoxication. Frontiers in Psychology, 5(March), Article 212. https://doi.org/10.3389/fpsyg.2014.00212

Esbjerg, L., Pedersen, M., Pederson, R., Kristensen, N. H., Borup-Jørgensen, C. & Søndergaard, H. A. (2014). Business Models for Local Foods: Finding a Way to the Market. In International Food Marketing Research Symposium: Conference proceedings 2014 Institute of Food Products Marketing.

Huang, G., Grunert, K. G., Lu, D. & Zhou, Y. (2014). Chinese urban consumer segmentation based on modified food-related lifestyle. In International Food Marketing Research Symposium : Conference proceedings 2014

Haugaard, P., Hansen, F., Jensen, M. & Grunert, K. G. (2014). Consumer attitudes toward new technique for preserving organic meat using herbs and berries. Meat Science, 96(1), 126-135. https://doi.org/10.1016/j.meatsci.2013.06.010

van Trijp, H. C. M. & Grunert, K. G. (2014). Consumer oriented new product development. In N. van Alfen (Ed.), Encyclopedia of Agriculture and Food Systems (pp. 375-386). Elsevier.

Haugaard, P. & Lähteenmäki, L. (2014). Consumer Perception of Meal Satisfaction. Poster session presented at Eurosense 2014: A sense of life, København, Denmark. http://www.eurosense.elsevier.com/index.html

Jensen, B. B., Vestergaard, K. & Bach, K. (2014). Consumer-related Facilitators and Barriers for Coupon Use in a Coupon-immature Market. In 2014 Shopper Marketing & Pricing Conference Proceedings http://www.babson.edu/Academics/centers/retail-supply-chain-institute/conferences/Documents/2014-Shopper-Marketing-and-Pricing-Conference-Proceedings.pdf

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Revised 30.03.2026

Merete Elmann