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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Chrysochou, P., Krystallis, A. & Rungie, C. (2008). Analysing the impact of buyers' personality constructs on the market structure of brands. Paper presented at ANZMAC 2008 Conference: Marketing Shifting Focus from the Mainstream to Offbeat, Sydney, Australia.

Boztug, Y. & Hildebrandt, L. (2008). An empirical test of reference price theories using a semiparametric approach. Paper presented at Behavioral Pricing Conference, Philadelphia, United States.

Poulsen, L. V. S. (Ed.) & Stacey, J. R. (2008). Annual Report 2006-2007. Aarhus School of Business, Aarhus University, MAPP Centre.

Grunert, K. G. (2008). Assessing the interpretation by consumers of nutritional and health claims. Danone. Danone Nutritopics No. 37 http://www.danone.com/index.php?option=com_docman&task=doc_download&gid=115

Busch, R. J., Scholderer, J. & Gutscher, H. (2008). Biotechnologie in gesellschaftlicher Deutung: Intuitionen, Emotionen, soziales Vertrauen und Wertvorstellungen im Gesellschaftlichen Diskurs zur Biotechnologie. In R. J. Busch & G. Prütz (Eds.), Biotechnologie in gesellschaftlicher Deutung (pp. 305-374). Herbert Utz Verlag. http://www.utzverlag.de/buecher/40747dbl.pdf

de Barcellos, M. D., Grunert, K. G., Yanfeng, Z., Sørensen, B. T., Pedersen, S. & Guang, H. (2008). Chinese consumers' attitude towards different pig production systems. In D. Spanjaard, S. Denize & N. Sharma (Eds.), ANZMAC 2008 Conference Proceedings ANZMAC.

Sørensen, B. T., Stacey, J. R., Poulsen, L. V. S. & Grunert, K. G. (2008). Citizen and consumer influence on future pork production. In L. V. Poulsen & J. Stacey (Eds.), Annual Report 2006-2007 (pp. 10-11). Aarhus School of Business, Aarhus University, MAPP Centre.

Brunsø, K., Scholderer, J., Hansen, K. B., Olsen, S. O. & Verbeke, W. (2008). Consumer attitudes and preferences for seafood: What's the trend? In SEAFOODplus book of abstracts (pp. 20-20). SEAFOODplus. http://www.seafoodplus.org/The_Fifth_SEAFOODplus.641.0.html

Brunsø, K., Hansen, K. B., Scholderer, J., Honkanen, P., Olsen, S. O. & Verbeke, W. (2008). Consumer attitudes and seafood consumption in Europe. In T. Børresen (Ed.), Improving Seafood Products for the Consumers (pp. 16-39). British Welding Research Association. http://www.woodheadpublishing.com/EN/book.aspx?bookID=905#sec1

Scholderer, J. (2008). Consumer attitudes towards food nanotechnologies: Still vague. Paper presented at Conference on Nanotechnologies and the Consumer, Florence, Italy.

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Revised 30.03.2026

Merete Elmann