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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Zhou, Y., Grunert, K. G., Wang, A. & Huang, G. (2009). Segmenting Chinese food consumers using the food-related lifestyle instrument. Paper presented at ANZMAC 2009 Conference, Melbourne, Australia. http://www.duplication.net.au/ANZMAC09/Menu.html

Chrysochou, P., Kristensen, D. B., Jeppesen, L. H., Grunert, K. G. & Askegaard, S. (2009). Symbolism and semantic responses towards healthy eating among Danish consumers. In I. Papasolomou (Ed.), Proceedings of the 14th International Conference on Corporate and Marketing Communications University of Nicosia. http://www.intercol.edu/nqcontent.cfm?a_id=2429

Bech-Larsen, T. & Esbjerg, L. (2009). The brand architecture of grocery retailers: Setting material and symbolic boundaries for consumer choice. Journal of Retailing and Consumer Services, 16(5), 414-423. https://doi.org/10.1016/j.jretconser.2009.06.002

Esbjerg, L. (2009). The construction of quality: Retailer-supplier cooperation and the development of new food products. Paper presented at Mediating Consumption: Innovation, Competition and Consumer Protection in the Food Retail Sector, Freising, Germany. http://www.mcr.wi.tum.de/conference2009.html

Jensen, B. B. (2009). The deal knowledge of supermarket shoppers before, during, and after store visit. Paper presented at The 38th European Marketing Academy Conference: Marketing and the Core Disciplines: Rediscovering References, Nantes, France. http://74.125.77.132/search?q=cache:http://www.emac2009.org/

Brunsø, K. & Grunert, K. G. (2009). The effect of brand architecture on consumer store loyalty. Abstract from 16th International Conference on Recent Advances in Retailing and Services Studies, Niagara Falls, Canada.

Søndergaard, H. A. & Juhl, H. J. (2009). The effect of innovation competence on the choice of information elements in a simulated NPD process. Paper presented at The XX ISPIM Conference: The Future of Innovation, Vienna, Austria. http://www.hermes-osr.eu/index.php?option=com_content&view=article&id=229%3Aispim2009&catid=events-&Itemid=176&lang=en

Esbjerg, L. (2009). The importance of organisational identity for formulating and enacting strategies and policies in retailer buying. Paper presented at 16^th International Conference on Recent Advances in Retailing and Services Science, Niagara Falls, Canada.

Aschemann-Witzel, J. (2009). The role of involvement in the choice of foods with nutrition and health claims. Paper presented at The 38th European Marketing Academy Conference: Marketing and the Core Disciplines: Rediscovering References, Nantes, France. http://74.125.77.132/search?q=cache:http://www.emac2009.org/

Chrysochou, P., Chryssochoidis, G. & Kehagia, O. (2009). Traceability information carriers. The technology backgrounds and consumers' perceptions of the technological solutions. Appetite, 53(3), 322-331. https://doi.org/10.1016/j.appet.2009.07.011

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