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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Wadolowska, L., Danowska-Oziewicz, M., Niedzwiedzka, E., Slowinska, M. A., Lumbers, M., Raats, M. & Nielsen, N. A. (2006). BMI and obesity incidence in relation to food patterns of Polish older people. Polish Journal of Environmental Studies, 15(2a), 877-884.

Bech-Larsen, T. & Jørgensen, B. (2006). Breaking down barriers for healthier eating. In B. Jørgensen & J. Stacey (Eds.), Annual Report 2003-2005 (pp. 19-19). Aarhus School of Business, Aarhus University, MAPP Centre.

Bredahl, L. & Stacey, J. (2006). Can increased food processing and organic products go hand in hand? In B. Jørgensen & J. Stacey (Eds.), Annual Report 2003-2005 (pp. 11). Aarhus School of Business, Aarhus University, MAPP Centre.

Sonne, A.-M. & Harmsen, H. (2006). Challenges associated with knowledge sharing in international product development teams. Paper presented at 13th International Product Development Management Conference, Milan, Italy.

Nørgaard, M. K., Brunsø, K., Romero Mikkelsen, M. & Haudrup Christensen, P. (2006). Children's influence on family food consumption focusing on healthy food products. Poster session presented at LMC International Food Congress 2006: Nutrigenomics and Health - from Vision to Food, Copenhagen, Denmark.

Nørgaard, M. K. (2006). Children and parents' individual evaluation and choice of food and beverages focusing on the use of simple decision heuristics: An exploratory empirical study. Paper presented at The 2006 Academy of Marketing Conference: Doctoral Colloquium, London, UK.

Nørgaard, M. K., Stacey, J. & Jørgensen, B. (2006). Children have a say when the family goes shopping for food, especially for fruit and vegetables. In B. Jørgensen & J. Stacey (Eds.), Annual Report 2003-2005 (pp. 13). Aarhus School of Business, Aarhus University, MAPP Centre.

Mikkelsen, M. R. & Nørgaard, M. K. (2006). Children's influence on family decision-making in food buying and consumption. In Ikke angivet Copenhagen Business School.

Brunsø, K. & Christensen, P. H. (2006). Children's participation in family food consumption patterns. In Ikke angivet Copenhagen Business School.

Grønhøj, A. (2006). Communication about consumption: A family process perspective on "green" consumer practices. Journal of Consumer Behaviour, 5(6), 491-503.

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