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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Casteran, G., Chrysochou, P. & Meyer-Waarden, L. (2013). Has brand loyalty declined? A longitudinal analysis of repeat purchase behaviour of private label and national brands. Abstract from MAPP Workshop 2013 , Middelfart, Denmark. http://badm.au.dk/fileadmin/Business_Administration/MAPP/Workshop_2013/MAPP13_-_Casteran_et_al.pdf

Stefan, V., van Herpen, E., Tudoran, A. A. & Lähteenmäki, L. (2013). Avoiding food waste by Romanian consumers: The importance of planning and shopping routines. Food Quality and Preference, 28(1), 375-381. https://doi.org/10.1016/j.foodqual.2012.11.001

Scholderer, J., Kügler, J., Olsen, N. V. & Verbeke, W. (2013). Meal mapping. Food Quality and Preference, 30(1), 47–55. https://doi.org/10.1016/j.foodqual.2013.04.008

Grunert, K. G., Hieke, S. & Wills, J. (2013). Sustainability labels on food products: Consumer motivation, understanding and use. Paper presented at 134 th EAAE Seminar , Paris, France. https://colloque.inra.fr/labels-‐eaae-‐seminar

Grunert, K. G. (2013). Nutrition Labeling. In L. H. Allen, A. Prentice & B. Caballero (Eds.), Encyclopedia of Human Nutrition. : Vol. 1-4 (3.ed. ed., Vol. 3, pp. 315-319). Academic Press. http://store.elsevier.com/Encyclopedia-of-Human-Nutrition/isbn-9780123750839/

Ölander, F. & Thøgersen, J. (2013). Informing or nudging: Which way to a more effective environmental policy? In J. Scholderer & K. Brunsø (Eds.), Marketing, food and the consumer: Festschrift in Honour of Klaus G. Grunert (pp. 141-155). Pearson Longman.

Orquin, J. L., Haugtvedt, C. P., Jeppesen, H. B. & Scholderer, J. (2013). Advertising attention capture and memory for brands under alcohol intoxication: Eye-tracking studies. Abstract from Annual Convention of the American Psychological Association (APA), Honolulu, United States. http://forms.apa.org/convention/

George, W. J., Hella, J., Esbjerg, L., Mwatawala, M. & Rwegasira, G. (2013). An economic comparison of biological and conventional control strategies for insect pests in cashew and mango plantations in Tanzania. Journal of Economics and Sustainable Development, 4(6), 36-47. http://www.iiste.org/Journals/index.php/JEDS/article/view/5218

Aschemann-Witzel, J., Maroschek, N. & Hamm, U. (2013). Are organic consumers preferring or avoiding foods with nutrition and health claims? Food Quality and Preference, 30(1), 68-76. https://doi.org/10.1016/j.foodqual.2013.04.011

Fernández-Polancoa, J., Mueller Loose, S. & Luna, L. (2013). Are retailers' preferences for seafood attributes predictive for consumers wants? Results from a choice experiment for Seabream (Sparus aurata). Aquaculture Economics & Management, 17(2), 103-122. https://doi.org/10.1080/13657305.2013.772262

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Revised 30.03.2026

Merete Elmann