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

Verbeke, W., Vermeir, I. & Brunsø, K. (2007). Consumer evaluation of fish quality as basis for fish market segmentation. Food Quality and Preference, 18(4, jun), 651-661. https://doi.org/10.1016/j.foodqual.2006.09.005

Pieniak, Z., Verbeke, W., Vermeir, I., Brunsø, K. & Olsen, S. O. (2007). Consumer interest in fish information and labelling: Exploratory insights. Journal of International Food & Agribusiness Marketing, 19(2/3), 117-141. https://doi.org/10.1300/J047v19n02_07

Krystallis, A., Chryssochoidis, G. & Scholderer, J. (2007). Consumer-perceived quality in 'traditional' food chains: The case of the Greek meat supply chain. Appetite, 48(1, jan), 54-68. https://doi.org/10.1016/j.appet.2006.06.003

Verbeke, W., Sioen, I., Brunsø, K., De Henauw, S. & Van Camp, J. (2007). Consumer perception versus scientific evidence of farmed and wild fish: Exploratory insights from Belgium. Aquaculture International, 15(2, apr), 121-136. https://doi.org/10.1007/s10499-007-9072-7

Jensen, B. B. (2007). Consumers' price knowledge before, during, and after store visit. Paper presented at 36th EMAC Conference, Reykjavik, Iceland.

Hagemann, K. S. & Scholderer, J. (2007). Consumer versus expert hazard identification: A mental models study of mutation-bred rice. Journal of Risk Research, 10(4), 449-464. https://doi.org/10.1080/13669870701417819

Reid, M., Brunsø, K. & Grunert, K. G. (2007). Correlates of grocery store brand purchase intent. Paper presented at 36th EMAC Conference "Flexible Marketing in an Unpredictable World, European Marketing Academy., Reykjavik, Iceland.

Jensen, B. B. (2007). Drop de dårlige tilbud. Dansk Handelsblad, (1), 1+6.

Costa, A. I. A. & Pires, C. P. (2007). Economics for marketing revisited. CEFAGE-UE, Universidade de Évora.

Pieniak, Z., Verbeke, W., Scholderer, J., Brunsø, K. & Olsen, S. O. (2007). European consumers' use of and trust in information sources about fish. Food Quality and Preference, 18(8, dec), 1050-1063. https://doi.org/10.1016/j.foodqual.2007.05.001

Displaying results 1171 to 1180 out of 1633

118

Revised 30.03.2026

Merete Elmann