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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Sainsbury, K., Evans, E., Pedersen, S., Marques, M. M., Teixeira, P. J., Lähteenmäki, L., Stubbs, R. J., Heitmann, B. L. & Sniehotta, F. F. (2019). Attribution of weight regain to emotional reasons amongst European adults with overweight and obesity who regained weight following a weight loss attempt. Eating and Weight Disorders, 24(2), 351-361. https://doi.org/10.1007/s40519-018-0487-0

Otterbring, T. & Shams, P. (2019). Mirror, mirror, on the menu: Visual reminders of overweight stimulate healthier meal choices. Journal of Retailing and Consumer Services, 47, 177-183. https://doi.org/10.1016/j.jretconser.2018.11.019

Rohm, H. & Aschemann-Witzel, J. (2019). Sustainability in the food supply chain: a 2020 vision. International Journal of Food Science and Technology, 54(3), 591-592. https://doi.org/10.1111/ijfs.14059

Rodrigues, H., Otterbring, T., Piqueras-Fiszman, B. & Gómez-Corona, C. (2019). Introduction to the special issue on Global perspectives on food and consumer science: A cross-cultural approach. Food Research International, 116(Februar), 135-136. https://doi.org/10.1016/j.foodres.2018.12.020

Jacobsen, L. F., De Barcellos, M. D., Hoppe, A. & Lähteenmäki, L. (2019). Virtual Consumer Communities for Innovation: A Cross-Cultural Perspective. Journal of International Consumer Marketing, 31(2), 98-114. https://doi.org/10.1080/08961530.2018.1481803

Hansen, G. L., Bundgaard, L. & Grønhøj, A. (2019). Kommunikation om sunde spisevaner til erhvervsskoleelever. DCA - Nationalt Center for Fødevarer og Jordbrug. DCA rapport No. 149 http://web.agrsci.dk/djfpublikation/index.asp?action=show&id=1293

Peschel, A. O., Orquin, J. L. & Mueller Loose, S. (2019). Increasing consumers' attention capture and food choice through bottom-up effects. Appetite, 132, 1-7. https://doi.org/10.1016/j.appet.2018.09.015

Aschemann-Witzel, J., Varela, P. & Peschel, A. O. (2019). Consumers’ categorization of food ingredients: Do consumers perceive them as ‘clean label’ producers expect? An exploration with projective mapping. Food Quality and Preference, 71, 117-128. https://doi.org/10.1016/j.foodqual.2018.06.003

Frantzen, C., Videbæk, P. N., Andersen, B. V., Kidmose, U., Lähteenmäki, L. & Grønhøj, A. (2019). Anbefalinger om tilskud af D-vitamin og calcium: - Viden, accept og efterlevelse blandt de 55+ årige. DCA - Nationalt Center for Fødevarer og Jordbrug. DCA rapport No. 157 http://web.agrsci.dk/djfpublikation/index.asp?action=show&id=1301

Peschel, A. O., Kazemi, S., Liebichová, M., Mangaard Sarraf, S. C. & Aschemann-Witzel, J. (2019). Consumers associative networks of plant-based food product communications. Food Quality and Preference, 75(July), 145-156. https://doi.org/10.1016/j.foodqual.2019.02.015

Displaying results 271 to 280 out of 1633

Revised 30.03.2026

Merete Elmann