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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Schnettler, B., Denegri, M., Miranda, H., Sepúlveda, J., Orellana, L., Paiva, G. & Grunert, K. G. (2015). Family Support and Subjective Well-Being: An Exploratory Study of University Students in Southern Chile. Social Indicators Research, 122(3). https://doi.org/10.1007/s11205-014-0718-3

B. F. De Wit, J., Stok, M., Smolenski, D. J., de Ridder, D. T. D., de Vet, E., Gaspar de Matos, T., Johnson, F., Nureeva, L. & Luszczynska, A. (2015). Food culture in the home environment: Family meal practices and values can support healthy eating and self-regulation in young people in four European countries. Applied Psychology: Health and Well-Being, 7(1), 22-40. https://doi.org/10.1111/aphw.12034

Hodgkins, C., Raats, M., Fife-Schaw, C., Peacock, M., Gröppel-Klein, A., Koenigstorfer, J., Wasowicz-Kirylo, G., Stysko-Kunkowska, M., Gulcan, Y., Kustepeli, Y., Gibbs, M., Shepherd, R. & Grunert, K. G. (2015). Guiding healthier food choice: Systematic comparison of four front-of-pack labelling systems and their effect on judgements of product healthiness. British Journal of Nutrition, 113(10), 1652-1663. https://doi.org/10.1017/S0007114515000264

Loebnitz, N. & Grunert, K. G. (2015). How „looks“ shape consumer response to food products. Paper presented at European Marketing Academy Conference , Leuven, Belgium.

Stancu, V., Grunert, K. G., Juhl, H. J., Casini, L., Contini, C., Romano, C., Scozzafava, G. & Lähteenmäki, L. (2015). How to assess consumers’ ability to interpret nutrition/health-related messages and their promised benefits. Abstract from International Society of Behavioral Nutrition and Physical Activity, edinburgh, United Kingdom.

Loebnitz, N., Mueller Loose, S. & Grunert, K. G. (2015). Impacts of Situational Factors on Process Attribute Uses for Food Purchases. Food Quality and Preference, 44, 84-91. https://doi.org/10.1016/j.foodqual.2015.03.014

Peschel, A. O., Scholderer, J. & Zielke, S. (2015). Implicit transfer of price information between product categories. Advances in Consumer Research, 43. http://acrwebsite.org/volumes/1017497/volumes/v43/NA-43

Aschemann-Witzel, J. & Grunert, K. G. (2015). Influence of 'soft' versus 'scientific' health information framing and contradictory information on consumers' health inferences and attitudes towards a food supplement. Food Quality and Preference, 42, 90-99. https://doi.org/10.1016/j.foodqual.2015.01.008

Tsalis, G., Mørk, T. & Bech-Larsen, T. (2015). Kvalitetsindeks 2015: Et instrument til kortlægning af fødevare-forbrugernes kvalitetsopfattelser. DCA - Nationalt Center for Fødevarer og Jordbrug. DCA rapport No. 069

Hoefkens , C., Hung , Y., Hieke, S., Grunert, K. G. & Verbeke, W. (2015). Motivation outweighs ability in explaining European consumers' use of health claims. Abstract from 12th European Nutrition Conference, Berlin, Germany.

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Revised 30.03.2026

Merete Elmann