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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Ares, G., Giménez, A., Vidal, L., Zhou, Y., Krystallis, A., Tsalis, G., Symoneaux, R., Cunha, L. M., de Moura, A. P., Claret, A., Guerrero, L., Cardello, A. V., Wright, A., Jefferies, L., Lloyd, M., Oliveira, D. & Deliza, R. (2016). Do we all perceive food-related wellbeing in the same way? Results from an exploratory cross-cultural study. Food Quality and Preference, 52, 62-73. https://doi.org/10.1016/j.foodqual.2016.03.014

Grebitus, C., Shaw Hughner, R. & Peschel, A. O. (2016). Drivers of Demand for Specialty Crops: The Case of Arizona-Grown Medjool Dates. Abstract from international food marketing research symposium, Bologna, Italy. https://www.dropbox.com/s/0ktgl11m7dbeb80/Proceedings%20IFPM%202016.pdf?dl=0

Peschel, A. O., Grebitus, C., Colson, G. & Hu, W. (2016). Explaining the use of attribute cut-off values in decision making by means of involvement. Journal of Behavioral and Experimental Economics, 65, 58-66. https://doi.org/10.1016/j.socec.2016.08.007

Schnettler, B., Höger, Y., Orellana, L., Sepúlveda, J., Salinas-Õnate, N., Lobos, G. & Grunert, K. G. (2016). Family eating habits, family support and subjective well-being in university students in Chile. Nutricion Hospitalaria, 33(2), 451-458. http://scielo.isciii.es/pdf/nh/v33n2/42_original40.pdf

Aschemann-Witzel, J., Hooge, I. D., Almli, V. L. & Oostindjer, M. (2016). Food waste and consumers food-related lifestyle: a segmentation across five countries. Paper presented at EMAC 2016, Oslo, Norway.

Hieke, S., Grunert, K. G. & Pravst, I. (2016). Health claims and symbols: What role is there for health-related information to guide consumer behaviour? Agro Food Industry Hi-Tech, 27(3), 2-3.

Festila, A. & Chrysochou, P. (2016). Health is Up, Indulgence Down: Effects of the Vertical Location of Food Product Claims on Consumer Response. Advances in Consumer Research, 44, 731. http://www.acrwebsite.org/volumes/v44/acr_vol44_1022039.pdf

Pedersen, S. & Grønhøj, A. (2016). “He should take a course…” – a qualitative exploration of children’s healthy eating as a battlefield for parents. Abstract from Child and Teen Consumption, Ålborg, Denmark.

Kraus, A. & Piqueras-Fiszman, B. (2016). Sandwich or sweets? An assessment of two novel implicit association tasks to capture dynamic motivational tendencies and stable evaluations towards foods. Food Quality and Preference, 49, 11-19. https://doi.org/10.1016/j.foodqual.2015.11.005

van Strien, T., Winkens, L., Toft, M. B., Pedersen, S., Brouwer, I., Visser, M. & Lähteenmäki, L. (2016). The mediation effect of emotional eating between depression and body mass index in the two European countries Denmark and Spain. Appetite, 105, 500-508. https://doi.org/10.1016/j.appet.2016.06.025

Displaying results 461 to 470 out of 1635

Revised 30.03.2026

Merete Elmann