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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Grunert, K. G. (2009). Trends in food choice and nutrition. In R. Haas, O. Meixner & S. Pöchtrager (Eds.), Was wir morgen essen werden: Herausforderungen und Perspektiven für das Agrarmarketing der Zukunft (pp. 19-32). Facultas.wuv Universitätsverlag.

Sonne, A.-M. (2009). Videndeling i internationale produktudviklingsteam. In P. N. Bukh (Ed.), Knowledge Management (pp. Kap. 7.3). Børsen Forum A/S.

de Barcellos, M. D., Kügler, J. O. & Scholderer, J. (2009). What drives consumer involvement? The relative impact of product category and product attribute. http://www.anpad.org.br/evento.php?cod_evento_edicao=45

Kotseridis, Y., Chrysochou, P. & Krystallis, A. (2009). What drives customer loyalty towards Greek wine varieties? Using polarization to model consumer loyalty. Paper presented at 3rd Annual Meeting of the American Association of Wine Economists, Reims, Champagne, France. http://www.wine-economics.org/meetings/Reims2009/programinfo/Reims_Program_Final.htm

Leikas, S., Lindeman, M., Roininen, K. & Lähteenmäki, L. (2009). Who is responsible for food risks? The influence of risk type and risk characteristics. Appetite, 53(1), 123-126. https://doi.org/10.1016/j.appet.2009.05.003

Chrysochou, P., Krystallis, A. & Rungie, C. (2009). Why are buyers loyal? Exploring the role of psychographics on loyalty performance and market structure of brands. Paper presented at The 38th European Marketing Academy Conference: Marketing and the Core Disciplines: Rediscovering References, Nantes, France. http://74.125.77.132/search?q=cache:http://www.emac2009.org/

Vassallo, M., Saba, A., Arvola, A., Dean, M., Messina, F., Winkelmann, M., Claupein, E., Lähteenmäki, L. & Shepherd, R. (2009). Willingness to use functional breads: Applying the Health Belief Model across four European countries. Appetite, 52(2), 452-460. https://doi.org/10.1016/j.appet.2008.12.008

Jensen, B. B. (2008). Forbrugerne ved for lidt om kartofler. Kartoffelproduktion, 34, 2-3. http://www.kartoffelproduktion.dk/default.asp?id=172

Skytte, H. (2008). A constructivist approach to artifact development. In Ikke angivet The European Institute for Advanced Studies in Management. http://www.eiasm.org/frontoffice/event_announcement.asp?event_id=565

Chrysochou, P., Krystallis, A. & Rungie, C. (2008). Analysing the impact of buyers' personality constructs on the market structure of brands. In D. Spanjaard, S. Denize & N. Sharma (Eds.), ANZMAC 2008 Conference: Shifting Focus from the Mainstream to Offbeat (pp. 39-39). ANZMAC. http://www.anzmac2008.org/Home.aspx

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Merete Elmann