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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Loebnitz, N. & Grunert, K. G. (2015). The effect of food shape abnormality on purchase intentions in China. Food Quality and Preference, 40(Part A), 24-30. https://doi.org/10.1016/j.foodqual.2014.08.005

Wąsowicz, G., Styśko-Kunkowska, M. & Grunert, K. G. (2015). The meaning of colours in nutrition labelling in the context of expert and consumer criteria of evaluating food product healthfulness. Journal of Health Psychology, 20(6), 907-920. https://doi.org/10.1177/1359105315580251

Verhees, B., Raven, R., Habisch, A. & Thøgersen, J. (2015). The Multi-Level Perspective and its Relevance for EU-InnovatE - A WP1 Interim Report.

Jeruszka-Bielak, M., Sicinska, E., de Wit, L., Ruprich, J., Řehůřková, I., Brown, K. A., Timotijevic, L., Sonne, A.-M., Haugaard, P., Guzzon, A., García, N. B., Alevritou, E., Hermoso, M., Sarmant, Y., Lähteenmäki, L., Roszkowski, W. & Raats, M. M. (2015). The Stakeholders’ Views on Factors Influencing Nutrition Policy: A Qualitative Study Across Ten European CountriesEuropean Countries. Polish Journal of Food and Nutrition Sciences, 65(4), 293-302. https://doi.org/10.1515/pjfns-2015-0039

Grønhøj, A. & Gram, M. (2015). To pester or please? Methodological challenges of interviewing pre‐school children about consumer decision‐making influence. In Workshop on Interpretive Consumer Research

Raats, M., Malcolm, R. N., Lähteenmäki, L., Pravst, I., Gage, H., Cleary, A. & Klopcic, M. (2015). Understanding the impact of European Regulation on the substantiation and use of claims on food and drinks: Design of the REDICLAIM project and initial results. Nutrition Bulletin, 40(4), 340-348. https://doi.org/10.1111/nbu.12179

Aschemann-Witzel, J. & Aagaard, E. M. N. (2015). „Wenn ich mal mehr Geld habe, dann …“ Point of Sale Abwägungen für und wider ökologische Lebensmittel bei jungen Dänischen Konsumentinnen und Konsumenten.. Paper presented at Wissenschaftstagung Ökologischer Landbau, Eberswalde, Germany.

Mazzocchi, M., Cagnone, S., Bech-Larsen, T., Niedżwiedzka, B., Saba, A., Shankar, B., Verbeke, W. & Traill, W. B. (2015). What is the public appetite for healthy eating policies? Evidence from a cross-European survey. Health Economics, Policy and Law, 10(3), 267-292. https://doi.org/10.1017/S1744133114000346

Loebnitz, N., Schuitema, G. & Grunert, K. G. (2015). Who Buys Oddly Shaped Food and Why? Impacts of Food Shape Abnormality and Organic Labeling on Purchase Intentions. Psychology & Marketing, 32(4), 408-421. https://doi.org/10.1002/mar.20788

Aschemann-Witzel, J., Hooge, I. D., Amani, P., Bech-Larsen, T. & Oostindjer, M. (2015). Why do foods and meals become waste? – Causes of consumer food waste. Paper presented at MAPP Workshop, Middelfart, Denmark.

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Revised 30.03.2026

Merete Elmann