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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Scholderer, J. & Brunsø, K. (2013). Two decades of research on food markets: The history of MAPP. In J. Scholderer & K. Brunsø (Eds.), Marketing, food and the consumer: Festschrift in honour of Klaus Grunert (pp. 3-16). Pearson Longman.

Krystallis Krontalis, A. (2013). Uncovering attribute-based determinants of loyalty in cigarette brands. Journal of Product and Brand Management, 22(2), 104–117. https://doi.org/10.1108/10610421311320988

Krystallis Krontalis, A. & Chrysochou, P. (2013). Understanding consumer-generated advertising for mainstream fashion goods. Paper presented at 42nd European Marketing Academy (EMAC), Istanbul, Turkey. http://www.emac2013.org/

Grønhøj, A., Bech-Larsen, T., Chan, K. & Tsang, L. (2013). Using theory of planned behavior to predict healthy eating of Danish adolescents. Health Education, 113(1), 4-17. https://doi.org/10.1108/09654281311293600

Grønhøj, A. (2013). Using vignettes to elicit family consumption stories. Paper presented at European ACR Conference, Barcelona , Spain. http://www.acrweb.org/eacr/public/index.aspx

Ganassali, S., Moscarola, J., Mestrallet, A. S., Buber, R., Laaksonen, P., Hellén, K., Grunert, K. G., Heiss, J. R., Zucchellac, A., Cerchiello, P., Hagen, B., Wiedmann, K. P., Behrens, S. & Hennigs, N. (2013). Verbal and pictorial representations of beverage consumption patterns: The wall of pictures protocol. In C. R. Santos, S. Ganassali, F. Casarin, P. Laaksonen & H. R. Kaufmann (Eds.), Consumption culture in Europe: Insight into the beverage industry (pp. 116-165). IGI global. https://doi.org/10.4018/978-1-4666-2857-1.ch004

Jensen, B. B., Grønhøj, A., Gadensgaard, B. & Godt, D. (2013). What do young people know about in-store alcohol prices?. Paper presented at 2013 Pricing and Retailing Conference, Boston, United States.

Jacobsen, L., Lähteenmäki, L., Grunert, K. G., Dekker, M. & Steenbekkers, B. (2012). Internal Communication in the Innovation Process: Challenges in integrating market and technology knowledge for successful food product design. EU 7th framework programme.

Grunert, K. G. (2012). Trends in food choice and nutrition. In M. Klopcic, A. Kuipers & J.-F. Hocquette (Eds.), Consumer attitudes to food quality products (pp. 23-30). Wageningen Academic Publishers. http://link.springer.com.ez.statsbiblioteket.dk:2048/book/10.3920/978-90-8686-762-2/page/1

Mielby, L. H., Nørgaard, M. K., Edelenbos, M. & Thybo, A. (2012). Affective response of adolescents towards fruit and vegetable based snacks and the role of neophobia, gender and age. Journal of Sensory Studies, 27(6), 425-438. https://doi.org/10.1111/joss.12007

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Revised 30.03.2026

Merete Elmann