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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Thøgersen, J. (2006). Consumer decision-making with regard to organic food products: Results from the CONDOR project. Paper presented at Traditional Food Processing and Technological Innovation Conference, University of Algarve, Portugal.

Costa, A. I. A. (2006). Consumer guidance in product innovation: Conceptualisation of a measurement instrument for the fast-moving consumer goods industry. Abstract from Food Innovation and New Product Development: 4th International MAPP Workshop on Consumer Behaviour and Food Marketing, Middelfart, Denmark.

Pieniak, Z., Verbeke, W., Brunsø, K. & Olsen, S. O. (2006). Consumer knowledge and interest in information about fish. In J. B. Luten, C. Jacobsen, K. Bekaert, A. Sæbø & J. Oehlenschläger (Eds.), Seafood Research from Fish to Dish (pp. 229-239). Wageningen Academic Publishers.

Verbeke, W., Scholderer, J. & Frewer, L. J. (2006). Consumer perception of safety in the agri-food chain. In P. A. Luning, F. Devlieghere & R. Verhé (Eds.), Safety in the agri-food chain (pp. 619-646). Wageningen Academic Publishers.

Krutulyte, R., Grunert, K. G. & Scholderer, J. (2006). Consumer preferences for different combinations of carriers and functional ingredients. Abstract from Workshop on Functional Food for Gut, Neurological and Cardiovascular Health, Lund, Sweden.

Grunert, K. G., Esbjerg, L., Bech-Larsen, T., Brunsø, K. & Juhl, H. J. (2006). Consumer preferences for retailer brand architectures: Results from a conjoint study. International Journal of Retail and Distribution Management, 34(8), 597-608.

Hagemann, K. & Scholderer, J. (2006). Consumer versus expert hazard identification: A mental models study of a functional food ingredient. Abstract from LMC International Food Congress 2006, Copenhagen, Denmark.

Grunert, K. G. (2006). Convenience: Så tag på gourmetrestaurant. Boersen, 11. http://borsen.dk/

Thøgersen, J. & Bredahl, L. (2006). Cross-national and lifestyle differences in consumer choice criteria and motives with regard to a processed organic food. In M. Craig Lees, T. Davis & G. Gregory (Eds.), Asia-Pacific Advances in Consumer Research (Vol. 7, pp. 60-70). Association for Consumer Research. http://www.acrwebsite.org/volumes/display.asp?id=13085

Thøgersen, J. & Bredahl, L. (2006). Cross-national and lifestyle differences in consumer choice criteria and motives with regard to a processed organic food. Paper presented at Association for Consumer Research Asia Pacific Conference, Sydney, Australia.

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