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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Schnettler, B., Miranda-Zapata, E., Grunert, K. G., Lobos, G., Lapo, M. & Hueche, C. (2019). Depression and satisfaction in different domains of life in dual-earner families: A dyadic analysis. Revista Latinoamericana de Psicología, 51(3), 199-209. https://doi.org/10.14349/rlp.2019.v51.n3.7

Grønhøj, A., Hansen, G. L. & Bundgaard, L. (2019). Who may convince technical college students to eat healthily? A mixed methods study . Poster session presented at Pangborn 2019: 13th Sensory science symposium, Edinburgh, United Kingdom.

Pedersen, S. & Grønhøj, A. (2019). Consuming like parents or peers? Influences on children’s intake of sugar-sweetened beverages. Abstract from ISBNPA 2019: International Society of Behavioural Nutrition and Physical Activity, Prag, Czech Republic.

Grasso, A. C., Olthof, M. R., Boeve, A. J., van Dooren, C., Lahteenmaki, L. & Brouwer, I. A. (2019). Socio-Demographic Predictors of Food Waste Behavior in Denmark and Spain. Sustainability, 11(12), Article 3244. https://doi.org/10.3390/su11123244

Aschemann-Witzel, J., Giménez, A. & Ares, G. (2019). Household food waste in an emerging country and the reasons why: Consumer´s own accounts and how it differs for target groups. Resources, Conservation & Recycling, 145, 332-338. https://doi.org/10.1016/j.resconrec.2019.03.001

Peschel, A. O., Grebitus, C., Alemu, M. H. & Hughner, R. S. (2019). Personality traits and preferences for production method labeling – A latent class approach. Food Quality and Preference, 74(June), 163-171. https://doi.org/10.1016/j.foodqual.2019.01.014

Pedersen, S., Zhang, T., Zhou, Y., Aschemann-Witzel, J. & Thøgersen, J. (2019). Comparison of Consumer preferences for Imported Organic Food Products in a Developed and Developing Economy. Abstract from EMAC 2019, Hamburg, Germany.

Pedersen, S., Zhang, T., Zhou, Y., Aschemann-Witzel, J. & Thøgersen, J. (2019). Pride and prejudice? Comparison of consumer preferences for imported organic food products in a developed and developing economy. Poster session presented at EMAC 2019, Hamburg, Germany.

Otterbring, T., Wästlund, E. & Shams, P. (2019). Spotlighting Customers' Visual Attention at the Stock, Shelf and Store Levels with the 3S Model. Journal of visualized experiments : JoVE, (147), Article e58846. https://doi.org/10.3791/58846

Morris, B. S., Chrysochou, P., Christensen, J. D., Orquin, J. L., Barraza, J., Zak, P. J. & Mitkidis, P. (2019). Stories vs. facts: triggering emotion and action-taking on climate change. Climatic Change, 154(1-2), 19-36. https://doi.org/10.1007/s10584-019-02425-6

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Revised 30.03.2026

Merete Elmann