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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Scholderer, J., Brunsø, K. & Grunert, K. G. (2002). Means-end theory of lifestyle: A replication in the UK. Advances in Consumer Research, 29(-), 551-557. http://search.epnet.com/direct.asp?an=7705828&db=buh&site=ehost

Grunert, K. G. & Stacey, J. (2002). Ny MBA: Med fokus på fødevaresektoren på vej i Århus. Nyhedsbrev fra Handelshøjskolens Bibliotek Århus, (14).

Esbjerg, L. (2002). On how German retail buyers perceive the identity, image and competitive context of the retailers they work for. Paper presented at 6th International Conference on Corporate Reputation, Boston, United States.

Esbjerg, L. (2002). On the usefulness of Heidegger's concept of "thrownness" for understanding how people think and act in organisations. Paper presented at 9th Workshop on Managerial and Organizational Cognition, Bruxelles, Belgium.

Esbjerg, L. (2002). Organisational identity and food retailers' buying behaviour. Paper presented at Pre-conference Consortium of the 6th International Conference on Corporate Reputation, Identity and Competitiveness, Boston, United States. http://www.reputationinstitute.com/conf_archive/Boston_02_CFP.html

Juhl, H. J. (2002). Overvågning af mærkningsordninger. In John Ulhøi (Ed.), Miljøledelse - Børsen Ledelseshåndbøger (pp. 8.5.1-8.5.8). Børsen.

Juhl, H. J. & Poulsen, C. S. (2002). Overvågning af mærkningsordninger. Facts, (17), 3-6.

Bredahl, L. & Poulsen, C. S. (2002). Perceptions of pork and modern pig breeding among Danish consumers.

Scholderer, J. & Grunert, K. G. (2002). Promoting seafood consumption: An evaluation of the Danish campaign for fresh fish. Paper presented at Quality of Fish in the Supply Chain: Labelling, Monitoring and Traceability, Firenze, Italy.

Nielsen, R., Stacey, J. & Andersen, L. M. S. (2002). Sales strategy in small and medium-sized food companies. In J. Stacey & L. Schreiber (Eds.), Annual report 2002 (pp. 9). Aarhus School of Business, MAPP Centre.

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Merete Elmann