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.

Subscribe to Events

Visit us on ResearchGate

Find us on LinkedIn

MAPP publications

Sort by: Date | Author | Title

Larsen, M. D. (2008). Funktionelle fødevarer: Global vækst tilsat dansk skepsis. Super Avisen : Butiksavisen for hele dagligvarehandlen, 8(28), 19.

Søndergaard, H. A., Jespersen, K. R. & Buck, N. (2008). Ground-breaking virtual research in product development. In L. V. Poulsen & J. Stacey (Eds.), Annual Report 2006-2007 (pp. 12-13). Aarhus School of Business, Aarhus University, MAPP Centre.

Grunert, K. G., Bech-Larsen, T., Chrysochou, P. & Anker, T. B. (2008). Health and branding: Insights from an exploratory study on the Danish food industry. In K. Podnar & Z. Jancic (Eds.), Corporate and Marketing Communications as a Strategic Resource; Response to Contemporary use, Challenges and Criticism: 13th International Conference on Corporate and Marketing Communications (pp. 289-290) http://www.cmc-conference.com/

Radder, L. & Bech-Larsen, T. (2008). Hunters' motivations and values: A South African perspective. Human Dimensions of Wildlife, 13(4), 252-262. https://doi.org/10.1080/10871200801986739

Silberhorn, N., Boztug, Y. & Hildebrandt, L. (2008). Identifying customer segments regarding cross-category brand loyalty behavior. Abstract from INFORMS Marketing Science Conference, Vancouver, Canada. http://www.marketscience2008.sauder.ubc.ca/

Pieniak, Z., Verbeke, W., Scholderer, J., Brunsø, K. & Olsen, S. O. (2008). Impact of consumers' health beliefs, involvement and risk perception of fish consumption: A study in five European countries. British Food Journal, 110(9), 898-915. https://doi.org/10.1108/00070700810900602

Lähteenmäki, L., Lampila, P., Grunert, K. G., Boztug, Y., Ueland, Ø., Åström, A. & Martinsdóttir, E. (2008). Impact of health claims on consumer perception of other product attributes. Abstract from First European Food Congress, Ljubljana, Slovenia.

Christensen, M., Grunert, K. G., Bonneau, M., Arnau, J., Trienekens, J., Oksbjerg, N., de Greef, K., Petersen, B., Karlsson, A. H. & Karlsson, A. H. (2008). Improving the quality of pork and pork products (EU-project). Paper presented at ICoMST 2008: 54th International Congress of Meat Science & Technology 2008: 54th iInternational Congress of Meat Science & Technology, Cape Town, South Africa.

Pieniak, Z., Verbeke, W. & Brunsø, K. (2008). Information and health-related beliefs as determinants of fish consumption. Poster session presented at 5th SEAFOODplus Conference, Copenhagen, Denmark. http://www.lmc.dk/fileadmin/documents/SEAFOODplus_Conference_2008_programme_170308.pdf

Sonne, A.-M. (2008). International product development - Challenges in knowledge sharing. In L. V. Poulsen & J. Stacey (Eds.), Annual Report 2006-2007 (pp. 8-9). Aarhus School of Business, Aarhus University, MAPP Centre.

Displaying results 1111 to 1120 out of 1633

112

Revised 30.03.2026

Merete Elmann