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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Scholderer, J. & Verbeke, W. (2013). Public acceptance of genetically modified plants. In G. Flachowsky (Ed.), Animal nutrition with transgenic plants (pp. 215-222). CABI Publishing. http://bookshop.cabi.org/?site=191&page=2633&pid=2541

Mueller Loose, S., Peschel, A. & Grebitus, C. (2013). Quantifying effects of convenience and product packaging on consumer preferences and market share of seafood products: The case of oysters. Food Quality and Preference, 28(2), 492-504. https://doi.org/10.1016/j.foodqual.2012.11.004

Stefan, V., Haugaard, P. & Lähteenmäki, L. (2013). Satisfaction with household food provisioning activities. Poster session presented at Pangborn Conference, Rio de Janeiro, Brazil. http://www.pangborn2013.com/index.html

Bech-Larsen, T., Aschemann-Witzel, J. & Mazzocchi, M. (2013). Self-regulation and the acceptance of public regulation of diets - a cross-European survey on the acceptance of policies for healthier eating. Paper presented at European Association for Consumer Research Conference, Barcelona, Spain. http://www.acrweb.org/eacr/Public/index.aspx

Chrysochou, P. & Festila, A. F. (2013). Social discourses toward healthy eating: Evidence from Romania. In D. Vrontis, Y. Weber & E. Tsoukatos (Eds.), 6th Annual Conference of the EuroMed Academy of Business: Confronting Contemporary Business Challenges through Management Innovation (pp. 2582-83). EuroMed Press. http://www.google.dk/url?sa=t&rct=j&q=&esrc=s&frm=1&source=web&cd=3&cad=rja&ved=0CD0QFjAC&url=http%3A%2F%2Fwww.emrbi.com%2Fphotos%2Fuploads%2Feuromed2013%2520book%2520of%2520proceedings-2013-10-15.pdf&ei=vZr8Ur2-H6T8ygOB04CwBQ&usg=AFQjCNHFTHowmG6UDhy-H3ZnFPl3dRlarw&bvm=bv.61379712,bs.1,d.Yms

Thøgersen, J. (2013). Social marketing in travel demand management. In T. Gärling, D. Ettema & M. Friman (Eds.), Handbook of Sustainable Travel: People, Society, and Transportation Systems (pp. 113-129). Springer. https://doi.org/10.1007/978-94-007-7034-8

Mueller Loose, S. & Lockshin, L. (2013). Testing the robustness of best worst scaling for cross-national segmentation with different numbers of choice sets. Food Quality and Preference, 27(2), 230-242. https://doi.org/10.1016/j.foodqual.2012.02.002

Loebnitz, N., Schuitema, G. & Grunert, K. G. (2013). The Impact of Food Abnormality on Consumers’ Taste, Health, Price, and Quality Expectations. Paper presented at International Food Marketing Research Symposium, Budapest, Hungary. http://institutefpm.com/wp/?page_id=558

Loebnitz, N. & Grunert, K. G. (2013). The Impact of Situational Factors on the Importance of Process Attributes When Buying Food Products. Paper presented at International Food Marketing Research Symposium, Budapest, Hungary. http://institutefpm.com/wp/?page_id=558

Zhou, Y., Thøgersen, J., Ruan, Y. & Huang, G. (2013). The moderating role of human values in planned behavior: The case of Chinese consumers’ intention to buy organic food. Journal of Consumer Marketing, 30(4), 335-344. https://doi.org/10.1108/JCM-02-2013-0482

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Revised 30.03.2026

Merete Elmann