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. (2008). Sundhedsanprisninger: Mødes af nordisk skepsis. In A. Erichsen (Ed.), LMC Årsberetning 2007 (pp. 10). Levnedsmiddelcentret. http://www.lmc.dk/fileadmin/documents/LMC_AnnualRep_2007_Lowres.pdf

Verbeke, W., Pieniak, Z., Brunsø, K., Scholderer, J. & Olsen, S. O. (2008). Targeting seafood information for consumer well-being. In SEAFOODplus book of abstracts (pp. 22-22). SEAFOODplus. http://www.lmc.dk/fileadmin/documents/SEAFOODplus_Conference_2008_programme_170308.pdf

Søndergaard, H. A. (2008). Teaching MBA students using a NPD process simulation. Paper presented at 15th International Product Development Management Conference, Hamburg, Germany. http://www.eiasm.org/frontoffice/event_announcement.asp?event_id=565

Grønhøj, A., Bech-Larsen, T., Chan, K. & Prendergast, G. (2008). Teenagers' perceptions of strategies aimed at reducing "unhealthy" consumption practices. Paper presented at Child and Teen Consumption 2008, Trondheim, Norway. http://www.svt.ntnu.no/noseb/Consuming/ctc2008.htm

Scholderer, J. & Trondsen, T. (2008). The dynamics of consumer behaviour: On habit, discontent, and other fish to fry. Appetite, 51(3), 576-591. https://doi.org/10.1016/j.appet.2008.04.011

Grunert, K. G. (2008). The global challenge and the need to add value to meat production in Europe. In Ikke angivet The British Society of Animal Science.

Dean, M., Grunert, K. G., Raats, M. M., Nielsen, N. A. & Lumbers, M. (2008). The impact of personal resources and their goal relevance on satisfaction with food-related life among the elderly. Appetite, 50(2-3), 308-315. https://doi.org/10.1016/j.appet.2007.08.007

Aguiar, L. K., Vieira, L. M., Ferreira, G. C. & de Barcellos, M. D. (2008). The impact of retailers own brand Fair Trade products on developing countries producers. Paper presented at 8th International Conference on Management in Agri-Food Chains and Networks, Doctoral Symposium, Ede, Netherlands.

Esbjerg, L. (2008). The worlds retail buyers construct. Paper presented at Nordic Retail and Wholesale Conference, Norrtälje, Sweden.

Skytte, H. (2008). Towards a (new) theory of the retailer. In Ikke angivet The European Institute of Retailing and Services Studies (EIRASS). http://w3.bwk.tue.nl/en/onderzoek/urban_planning/eirass/zagreb_conference_2008/

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