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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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

Ares, G., Giménez, A., Vidal, L., Zhou, Y., Krystallis, A., Tsalis, G., Symoneaux, R., Cunha, L. M., de Moura, A. P., Claret, A., Guerrero, L., Cardello, A. V., Wright, A., Jefferies, L., Lloyd, M., Oliveira, D. & Deliza, R. (2016). Do we all perceive food-related wellbeing in the same way? Results from an exploratory cross-cultural study. Food Quality and Preference, 52, 62-73. https://doi.org/10.1016/j.foodqual.2016.03.014

Grebitus, C., Shaw Hughner, R. & Peschel, A. O. (2016). Drivers of Demand for Specialty Crops: The Case of Arizona-Grown Medjool Dates. Abstract from international food marketing research symposium, Bologna, Italy. https://www.dropbox.com/s/0ktgl11m7dbeb80/Proceedings%20IFPM%202016.pdf?dl=0

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Revised 30.03.2026

Merete Elmann