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. & Wills, J. M. (2007). A review of European research on consumer response to nutrition information on food labels. Journal of Public Health: From Theory to Practice, 15(5), 385-399. https://doi.org/10.1007/s10389-007-0101-9

Kazbare, L. & Bech-Larsen, T. (2007). Barriers to healthy eating: Findings from the focus groups with older people and children/adolescents. Abstract from IAREP 2007 Conference: Values and Economy, Ljubljana, Slovenia. http://psy.ff.uni-lj.si/IAREP/IAREP_2007_Abstracts.zip

Bergkvist, L. & Bech-Larsen, T. (2007). Brand relationships: A study of five relationship constructs. (pp. 1-18). University of New South Wales.

Nørgaard, M. K., Brunsø, K., Christensen, P. H. & Mikkelsen, M. R. (2007). Children's influence on and participation in the family decision process during food buying. Young Consumers, 8(3), 197-216. https://doi.org/10.1108/17473610710780945

Vestergaard, M., Madsen, N. T., Bligaard, H. B., Bredahl, L., Rasmussen, P. T. & Andersen, H. R. (2007). Consequences of two or four months of finishing feeding of culled dry dairy cows on carcass characteristics and technological and sensory meat quality. Meat Science, 76(4, aug), 635-643. https://doi.org/10.1016/j.meatsci.2007.02.001

Brunsø, K. & Grunert, K. G. (2007). Consumer attitude measures and food product development. In H. MacFie (Ed.), Consumer-led Food Product Development (pp. 197-222). British Welding Research Association.

Søndergaard, H. A., Grunert, K. G. & Scholderer, J. (2007). Consumer attitudes towards novel enzyme technologies in food processing. In R. Rastall (Ed.), Novel Enzyme Technology for Food Applications (pp. 85-97). British Welding Research Association.

Grunert, K. G. (2007). Consumer-based innovation: The analysis of consumer preferences in new product development, and the potential supporting role of consumer policy. Abstract from Nordic Consumer Policy Research Conference, Helsinki, Finland.

Scholderer, J., Bech, A. C., Christensen, L., Czienskowski, U., Graverholt, J.-P., Hagemann, K. S., Hvilsted, L., Krutulyte, R. & Sørensen, B. T. (2007). Consumer choice of omega-3 rich products. Paper presented at Healthy Eating - Strategies for Behaviour Change and Market Growth: 5th International MAPP Workshop on Consumer Behaviour and Food Marketing, Middelfart, Denmark.

Costa, A. I. A., Pires, C. P. & Grunert, K. G. (2007). Consumer demand for ethically-improved animal productions systems. Abstract from 3rd SNS Congress" Food Processing-Innovation-Nutrition-Healty Consumers", Radenci, Slovenia.

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Revised 30.03.2026

Merete Elmann