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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Bech-Larsen, T., Kulikovskaja, V. & Aschemann-Witzel, J. (2019). Re-distribution and Promotion Practices for Suboptimal Foods - Commercial and Social Initiatives for the Reduction of Food Waste. Society and Business Review, 14(2), 186-199. https://doi.org/10.1108/SBR-11-2017-0094

Hung , Y., Hieke, S., Grunert, K. G. & Verbeke, W. (2019). Setting Policy Priorities for Front-of-Pack Health Claims and Symbols in the European Union: Expert Consensus Built by Using a Delphi Method. Nutrients, 11(2), Article 403. https://doi.org/10.3390/nu11020403

Lowe, B., Sadik-Rozsnyai, O., Bertrandias, L., Kuhn, M. & Hubert, M. (2019). Special Session: An Abstract on Consumer Interactions with Automated Technologies. In Finding New Ways to Engage and Satisfy Global Customers (pp. 439-440). Springer. https://doi.org/10.1007/978-3-030-02568-7_122

Aschemann-Witzel, J., de Hooge, I. E. & Lengard Almli, V. (2019). Suboptimal food? Food waste at the consumer-retailer interface. In C. Galanakis (Ed.), Saving Food: Production, Supply Chain, Food Waste, and Food Consumption (pp. 347-368). Elsevier. https://doi.org/10.1016/C2017-0-03480-8

Newell, W. J., Ellegaard, C. & Esbjerg, L. (2019). The effects of goodwill and competence trust on strategic information sharing in buyer–supplier relationships. Journal of Business and Industrial Marketing, 34(2), 389-400. https://doi.org/10.1108/JBIM-02-2017-0035

Thøgersen, J., Pedersen, S. & Aschemann-Witzel, J. (2019). The impact of organic certification and country of origin on consumer food choice in developed and emerging economies. Food Quality and Preference, 72, 10-30. https://doi.org/10.1016/j.foodqual.2018.09.003

Hubert, M., Blut, M., Brock, C., Zhang, R. W., Koch, V. & Riedl, R. (2019). The influence of acceptance and adoption drivers on smart home usage. European Journal of Marketing, 53(6), 1073-1098. https://doi.org/10.1108/EJM-12-2016-0794

Jensen, B. B., Tsalis, G. & Aschemann-Witzel, J. (2019). The relationship between retail price promotions and household food waste – busting the myth with actual food waste and deal share data?. Paper presented at 20th European Association for Education and Research in Commercial Distribution, Zaragoza, Spain.

Aschemann-Witzel, J., Otterbring, T., de Hooge, I. E., Normann, A., Rohm, H., Almli, V. L. & Oostindjer, M. (2019). The who, where and why of choosing suboptimal foods: Consequences for tackling food waste in store. Journal of Cleaner Production, 236, Article 117596. https://doi.org/10.1016/j.jclepro.2019.07.071

Peschel, A. O. & Aschemann-Witzel, J. (2019). Thumbs up to transparency or dangerously thin ice? Consumers’ evaluation of sustainability communication. Paper presented at European Marketing Academy Conference .

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Revised 30.03.2026

Merete Elmann