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. (2001). Consumer perception of risk. In Proceedings of the 28th International EBC Congress European Brewing Convention.

Grunert, K. G., Lähteenmäki, L., Nielsen, N. A., Poulsen, J. B., Ueland, O. & Åstrøm, A. (2001). Consumer perceptions of food products involving genetic modification: Results from a qualitative study in four Nordic countries. Food Quality and Preference, 12(8), 527-542. http://www.sciencedirect.com/science?_ob=MImg&_imagekey=B6T6T-44B1RS6-6-N&_cdi=5039&_orig=browse&_coverDate=12%2F31%2F2001&_sk=999879991&wchp=dGLSzV-lSztA&_acct=C000033698&_version=1&_userid=634412&md5=b159a4a1703a4e24ad9a4423545ecb7f&ie=f.pdf

Jensen, B. B. (2001). Consumers' price awareness at the point-of-selection: What constitutes the most appropriate measure of consumers' price awareness and what determines the differences?. Paper presented at Fordham University Pricing Conference, New York, United States.

Bech, A. C., Grunert, K. G., Bredahl, L., Juhl, H. J. & Poulsen, C. S. (2001). Consumers' quality perception. In L.J. Frewer, E. Risvik, H.N.J. Schifferstein & R. von Alvensleben (eds) (Ed.), Food, People and Society: A European Perspective of Consumers' Food Choices (pp. 97-113). Springer.

Bech-Larsen, T. (2001). Convenience-løsninger på forbrugernes problemer. Interview. Levnedsmiddelbladet, (6), 12.

Grunert, K. G. (2001). Current issues in the analysis of consumer food choice. In Ikke angivet EAAE.

Grunert, K. G. (2001). Current issues in the understanding of consumer food choice. Paper presented at III Congresso Internacional de Economia e Gestao de Negócios Agroalimentares, Ribeirao Preto, Brazil.

Juhl, H. J. & Poulsen, C. S. (2001). Den forbrugerbaserede værdi af en mærkning - med fokus på Svanemærket: Undersøgelsens design, gennemførsel og resultater. Aarhus School of Business, Aarhus University, MAPP Centre.

Grunert, K. G. & Valli, C. (2001). Designer-made meat and dairy products: Consumer-led product development. Livestock Science, 72(1-2), 83-98. http://www.sciencedirect.com/science?_ob=MImg&_imagekey=B6T9B-44658KJ-B-9&_cdi=5110&_orig=browse&_coverDate=11%2F30%2F2001&_sk=999279998&wchp=dGLSzV-lSzBA&_acct=C000033698&_version=1&_userid=634412&md5=4ada7256f7657bce11c2e110124d97d4&ie=f.pdf

Bredahl, L. (2001). Determinants of consumer attitudes and purchase intentions with regard to genetically modifed foods: Results of a cross-national survey. Journal of Consumer Policy, 24(1), 23-61. https://doi.org/10.1023/A:1010950406128

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