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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Ramus, K. B. & Nielsen, N. A. (2005). Online grocery retailing: What do consumers think? Internet Research, 15(3), 335-352.

Scholderer, J. & Balderjahn, I. (2005). PLS versus LISREL: Ein Methodenvergleich. In Friedhelm Bliemel; Andreas Eggert; Georg Fassott; Jörg Henseler (Ed.), Handbuch PLS-Pfadmodellierung: Methode, Anwendung, Praxisbeispiele (pp. 87-98). Schäffer-Poeschel.

Esbjerg, L., Grunert, K. G., Poulsen, C. S., Juhl, H. J., Brunsø, K. & Bech-Larsen, T. (2005). Potential success factors in brand development. In Ikke angivet Aarhus School of Business, Aarhus University, Department of Marketing and Statistics.

Codron, J.-M., Grunert, K. G., Giraud-Heraud, E., Soler, L.-G. & Regmi, A. (2005). Retail sector responses to changing consumer preferences. In Anita Regmi, Mark Gehlhar (Ed.), New directions in global food markets (pp. 32-46). Economic Research Service.

Høg, E. (2005). Segmentation: Identification of consumer segments. In Annual report (pp. 7). Aarhus School of Business, MAPP Centre.

Edelenbos, M. & Søndergaard, H. A. (2005). Skolemad og grøntsager. Nyt fra Levnedsmiddelcentret, (1).

Grunert, K. G. (2005). Smag og behag: Produktfordele og prøvesmagning mindsker forbrugernes afvisning af genmodificerede fødevarer. In Levnedsmiddelcentret: Årsberetning 2004 Levnedsmiddelcentret. http://www.statsbiblioteket.dk/au/index.jsp?query=recordID:%22sb_2273315%22

Scholderer, J. (2005). The GM foods debate in Europe: History, regulatory solutions, and consumer response research. Journal of Public Affairs, 5(3), 263-274. http://www.baser.dk/login?url=http://web.ebscohost.com/ehost/detail?vid=1&hid=102&sid=2fd52bbe-adb4-406b-b753-17aff00bd221%40sessionmgr107&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=buh&AN=19165456

Bech-Larsen, T., Esbjerg, L. & Grunert, K. G. (2005). The non-corporate identity of 'Supermalt': An interpretative study of beverage brand perceptions within a cultural minority. Paper presented at 30th Annual IAREP Congress, Prague, the Czech Republic.

Bech-Larsen, T. & Stacey, J. (2005). Theoretical models in the development of advertising for food products. In Annual report (pp. 3). Aarhus School of Business, MAPP Centre.

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