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.

Find more in the MAPP Centre Report

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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Grunert, K. G. (2019). International segmentation in the food domain: Issues and approaches. Food Research International, 115(January), 311-318. https://doi.org/10.1016/j.foodres.2018.11.050

Reinders, M. J., Banovic, M. & Guerrero, L. (2019). Introduction. In C. Galanakis (Ed.), Innovations in Traditional Foods (pp. 1-26). Woodhead Publishing.

Jacobsen, L., Tudoran, A. A. & Garcia, M. (2019). Marketing of Co-Created Products: The information communicator matters. Paper presented at R&D Management Conference, Paris, France.

Schnettler, B., Grunert, K. G., Lobos, G., Miranda-Zapata, E., Denegri, M., Lapo, M., Hueche, C. & Rojas, J. (2019). Maternal well-being, food involvement and quality of diet: Profiles of single mother-adolescent dyads. Children and Youth Services Review, 96(January), 336-345. https://doi.org/10.1016/j.childyouth.2018.11.020

Jacobsen, L. & Tudoran, A. A. (2019). Motivational Drivers and Moderating Information Communicator Effects in Co-Creation. Paper presented at EMAC 2019, Hamburg, Germany.

Temesi, Á., Bacsó, Á., Grunert, K. G. & Lakner, Z. (2019). Perceived correspondence of health effects as a new determinant influencing purchase intention for functional food. Nutrients, 11(4), Article 740. https://doi.org/10.3390/nu11040740

Bech-Larsen, T., Kulikovskaja, V. & Aschemann-Witzel, J. (2019). Re-distribution and Promotion Practices for Suboptimal Foods - Commercial and Social Initiatives for the Reduction of Food Waste. Society and Business Review, 14(2), 186-199. https://doi.org/10.1108/SBR-11-2017-0094

Hung , Y., Hieke, S., Grunert, K. G. & Verbeke, W. (2019). Setting Policy Priorities for Front-of-Pack Health Claims and Symbols in the European Union: Expert Consensus Built by Using a Delphi Method. Nutrients, 11(2), Article 403. https://doi.org/10.3390/nu11020403

Lowe, B., Sadik-Rozsnyai, O., Bertrandias, L., Kuhn, M. & Hubert, M. (2019). Special Session: An Abstract on Consumer Interactions with Automated Technologies. In Finding New Ways to Engage and Satisfy Global Customers (pp. 439-440). Springer. https://doi.org/10.1007/978-3-030-02568-7_122

Aschemann-Witzel, J., de Hooge, I. E. & Lengard Almli, V. (2019). Suboptimal food? Food waste at the consumer-retailer interface. In C. Galanakis (Ed.), Saving Food: Production, Supply Chain, Food Waste, and Food Consumption (pp. 347-368). Elsevier. https://doi.org/10.1016/C2017-0-03480-8

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Revised 31.08.2026

Merete Elmann