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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Grunert, K. G. (2009). Deklarationer under lup. Mærkning, 12(40). http://147.29.62.135/Producent/pjecer/maerk40/flash.html

Costa, A. I. A. (2009). Designing new foods and beverages for the ageing. In M. M. Raats, L. C. P. G. M. de Groot & W. A. van Staveren (Eds.), Food for the Ageing Population (pp. 580-608). British Welding Research Association.

Aschemann-Witzel, J. (2009). Die Verwendung nährwert- und gesundheitsbezogener Angaben (Claims) im Marketing für Öko-Produkte: Forschungsergebniss und Schlussfolgerungen. In C. Leitzmann, A. Beck & U. Hamm (Eds.), Praxishandbuch: Bio-Lebensmittel (pp. 1-14). B. Behr's Verlag. http://baerfuss.de/index.php?file=shop&mode=bk&bkaktion=suchen&bkdata=SB=9783899471090

Krystallis, A. & Chryssohoidis, G. (2009). Does the Country-of-Origin (COO) of food products influence consumer evaluations? An empirical examination of ham and cheese. Journal of Food Products Marketing, 15(3), 283-303. https://doi.org/10.1080/10454440902942083

Wills, J. M., Grunert, K. G., Celemín, L. F. & Bonsmann, S. S. G. (2009). Do European consumers use nutrition labels? Agro Food Industry Hi-Tech, 20(5), 60-62.

Strand, M. & Grunert, K. G. (2009). Economic Assessment of New Nordic Food. Poster session presented at Nordic Food - from visions to realizations, Snekkersten, Denmark. http://nynordiskmad.org/fileadmin/webmasterfiles/PDF/New_Nordic_Food_Visions_to_reality_invitation_web.pdf

Scholderer, J., Hyldig, G. & Green-Pedersen, D. (2009). Effects of nutrition and health claims on consumer perception of off-flavours: Does it matter whether a claim refers to omega-3 or fish oil?. Paper presented at 8th Pangborn Sensory Science Symposium, Florence, Italy. http://www.frontiersin.org/conferences/individual_conference_listing.php?confid=128&ind=1

Aschemann-Witzel, J., Maroscheck, N. & Hamm, U. (2009). Einflussfaktoren auf den Kauf von Öko-produkten mit nährwert und gesundheitsbezogenen Angaben: Ergebnisse einer Kaufsimulation. Paper presented at 10. Wissenschaftstagung Ökologischer Landbau, Zurich, Switzerland.

de Barcellos, M. D., Kügler, J. O., Grunert, K. G., Van Wezemael, L., Pothoulaki, M., Ueland, Ø. & Verbeke, W. (2009). European consumers' acceptance and rejection of novel beef technologies: A qualitative study. Paper presented at 3rd International European Forum on System Dynamics and Innovation in Food Networks, Igls/Innsbruck, Austria.

Wills, J. M., Grunert, K. G., Celemín, L. F. & Bonsmann, S. S. G. (2009). European consumers and nutrition labelling. Food Engineering & Ingredients, 34(3), 11-13. http://www.baser.dk/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=44806101&site=ehost-live

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