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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Caracciolo, F., Cicia, G., Del Guidice, T., Cembalo, L., Krystallis, A., Grunert, K. G. & Lombardi, P. (2016). Human Values and Preferences for Cleaner Livestock Production. Journal of Cleaner Production, 112(Part 1), 121-130. https://doi.org/10.1016/j.jclepro.2015.06.045

Grunert, K. G., Brock, S., Brunsø, K., Christiansen, T., Edelenbos, M., Kastberg, H., Krogager, S. G. S., Mielby, L. H. & Povlsen, K. K. (2016). Cool snacks: A cross-disciplinary approach to healthier snacks for adolescents. Trends in Food Science & Technology, 47, 82-92. https://doi.org/10.1016/j.tifs.2015.10.009

Stancu, V., Haugaard, P. & Lähteenmäki, L. (2016). Determinants of consumer food waste behaviour: Two routes to food waste. Appetite, 96(1), 7-17. https://doi.org/10.1016/j.appet.2015.08.025

Thøgersen, J. & Nielsen, K. S. (2016). A better carbon footprint label. Journal of Cleaner Production, 125, 86-94. https://doi.org/10.1016/j.jclepro.2016.03.098

Orquin, J. L. & Kurzban, R. (2016). A Meta-Analysis of Blood Glucose Effects on Human Decision Making. Psychological Bulletin, 142(5), 546-567. https://doi.org/10.1037/bul0000035

Loebnitz, N. & Aschemann-Witzel, J. (2016). Communicating organic food quality in China: Consumer perceptions of organic products and the effect of environmental value priming. Food Quality and Preference, 50, 102-108. https://doi.org/10.1016/j.foodqual.2016.02.003

Aschemann-Witzel, J. (2016). Consumer behavior, food waste and the price of food: exploration of qualitative insights and lifestyle segments in Denmark. Paper presented at international food marketing research symposium, Bologna, Italy.

Reinders, M. J., Banovic, M., Guerrero, L. & Krystallis, A. (2016). Consumer perceptions of farmed fish: A cross-national segmentation in five European countries. British Food Journal, 118(10), 2581-2597. https://doi.org/10.1108/BFJ-03-2016-0097

Aschemann-Witzel, J., Hooge, I. D., Rohmann, H., Mueller Loose, S., Normann, A., Almli, V. L. & Oostindjer, M. (2016). Consumers food-waste across five European countries: determinants and food (waste)-related lifestyle. Paper presented at 4th Nordic Conference on Consumer Research , Århus, Denmark.

Hieke, S., Kuljanic, N., Fernandez, L., Lähteenmäki, L., Stancu, V., Raats, M. M., Egan, B., Brown, K., Van Trijp, H., Van Kleef, E., van Herpen, E., Gröppel-Klein, A., Leick, S., Katja, P., Verbeke, W., Hoefkens , C., Smed, S., Jansen, L., Laser-Reuterswärd, A. ... Grunert, K. G. (2016). Country Differences in the History of Use of Health Claims and Symbols. European Journal of Nutrition & Food Safety, 6(3), 148-168, i-xxxviii (Table 1). Article EJNFS.2016.018. https://doi.org/10.9734/EJNFS/2016/20758

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Revised 30.03.2026

Merete Elmann