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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Lengard Almli, V., Steenbekkers, B., Rohmann, H., Normann, A., Aschemann-Witzel, J. & Oostindjer, M. (2015). Norwegian consumers’ choice for ‘suboptimal’ looking foods: does the shape of the cucumber matter less than the best before date on milk? . Paper presented at Norwegian Food Market Research Conference, Ås, Norway.

Almli, V. L., MacDonald, G., Rohmann, H., Aschemann-Witzel, J., Steenbekkers, B., Roodhuyzen, D., Normann, A. & Oostindjer, M. (2015). Qualitative usage of projective mapping in focus groups: An application on food waste in five countries. Poster session presented at Pangborn 2015: "11th Pangborn Sensory Science Symposium", Gothenburg, Sweden.

Lengard Almli, V., Steenbekkers, B., Rohmann, H., Normann, A., Aschemann-Witzel, J. & Oostindjer, M. (2015). Quantitative tools and tangible tasks in focus group sessions: Application on food waste discussions in five European countries. Paper presented at Norwegian Food Market Research Conference, Ås, Norway.

Schnettler, B., Orellana, L., Lobos, G., Miranda, H., Sepúlveda, J., Etchebarne, S., Mora, M. & Grunert, K. G. (2015). Relationship between the domains of the Multidimensional Students’ Life Satisfaction Scale, satisfaction with food-related life and happiness in university students. Nutricion Hospitalaria, 31(6), 2752-2763. https://doi.org/10.3305/nh.2015.31.6.8593

Aschemann-Witzel, J. & Grunert, K. G. (2015). Resveratrol food supplements: a survey on the role of individual consumer characteristics in predicting the attitudes and adoption intentions of US American and Danish respondents. B M C Public Health, 15(110). https://doi.org/10.1186/s12889-015-1348-7

Esbjerg, L. (2015). Rethinking how retail buyers make buying decisions: From rational decision-making to retailer buying as relationally-responsive interaction. Paper presented at AMA/ACRA Second Triennual Conference, Coral Gables, United States.

Wiese, A., Zielke, S. & Toporowski, W. (2015). Shopping travel behaviour: Influencing factors, shopper types and environmental consequences. International Journal of Retail and Distribution Management, 43(4/5), 469-484. https://doi.org/10.1108/IJRDM-01-2015-0006

Grunert, K. G., Loebnitz, N. & Zhou, Y. (2015). Supermarket literacy and brand image in China. Paper presented at European Association of Agricultural Economists, Naples, Italy.

Grunert, K. G., Zhou, Y. & Loebnitz, N. (2015). Supermarket literacy and use of branding in China: The case of fresh meat. Paper presented at 143 EAAE/AAEA Joint seminar , Napoli, Italy.

Grunert, K. G. (2015). The common ground between sensory and consumer science. Current Opinion in Food Science, 3, 19-22. https://doi.org/10.1016/j.cofs.2014.11.003

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Revised 30.03.2026

Merete Elmann