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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Loebnitz, N., Kienou, C., Zhou, Y., Frank, P. & Grunert, K. G. (2020). The impact of marketing campaigns deterring the supply and demand of endangered wildlife in Kenya and China. Psychology & Marketing, 37(12), 1797–1811. https://doi.org/10.1002/mar.21421

Otterbring, T. (2020). Appetite for destruction: Counterintuitive effects of attractive faces on people’s food choices. Psychology & Marketing, 37(11), 1451-1464. https://doi.org/10.1002/mar.21257

Otterbring, T., Sundie , J., Li, Y. J. & Hill, S. (2020). Evolutionary psychological consumer research: Bold, bright, but better with behavior. Journal of Business Research, 120, 473-484. https://doi.org/10.1016/j.jbusres.2020.07.010

Peschel, A. O. & Aschemann-Witzel, J. (2020). Sell more for less or less for more? The role of transparency in consumer response to upcycled food products. Journal of Cleaner Production, 273, Article 122884. https://doi.org/10.1016/j.jclepro.2020.122884

He, S. Y., Thøgersen, J., Cheung, Y. H. Y. & Yu, A. H. Y. (2020). Ageing in a transit-oriented city: Satisfaction with transport, social inclusion and wellbeing. Transport Policy, 97, 85-94. https://doi.org/10.1016/j.tranpol.2020.06.016

Verneau, F., La Barbera, F., Amato, M., Riverso, R. & Grunert, K. G. (2020). Assessing the Role of Food Related Lifestyle in Predicting Intention towards Edible Insects. Insects, 11(10), 1-12. Article 660. https://doi.org/10.3390/insects11100660

Asiolia, D., Aschemann-Witzel, J. & M. Nayga Jr., R. (2020). Sustainability-Related Food Labels. Annual Review of Resource Economics, 12, 171-185. https://doi.org/10.1146/annurev-resource-100518-094103

Frank, D.-A. & Peschel, A. O. (2020). Sweetening the Deal: The Ingredients that Drive Consumer Adoption of Online Grocery Shopping. Journal of Food Products Marketing, 26(8), 535-544. https://doi.org/10.1080/10454446.2020.1829523

Ares, G., Machín, L., Vidal, L., Otterbring, T., Aschemann-Witzel, J., Curutchet, M. R. & Bove, I. (2020). Uruguayan citizens’ perception of messages to promote healthy eating through the use of nutritional warnings. Journal of Nutrition Education and Behavior, 52(10), 918-927. https://doi.org/10.1016/j.jneb.2020.05.012

Otterbring, T., Mitkidis, P., Aarøe, L. & Elbæk, C. T. (2020). Commentary: Grounded procedures: A proximate mechanism for the psychology of cleansing and other physical actions. Frontiers in Psychology, 11, Article 2137. https://doi.org/10.3389/fpsyg.2020.02137

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Revised 30.03.2026

Merete Elmann