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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Corsi, A. M., Mueller Loose, S. & Lockshin, L. (2012). Let’s see what they have: What consumers look for in a restaurant wine list. Cornell Hospitality Quarterly, 52(2), 110-121. https://doi.org/10.1177/1938965511428448

Pedersen, S., Grønhøj, A. & Bech-Larsen, T. (2012). Links between family interaction and learning outcomes from a healthy-eating intervention. Abstract from 2nd Nordic Conference on Consumer Research, Gøteborg, Sweden. http://www.cfk.gu.se/digitalAssets/1371/1371145_nccr2012-programme-webb-final.pdf

Chrysochou, P. & Vasilev, B. (2012). Market performance of organic food brands in Denmark: Do organic labels drive repeat purchase loyalty?. Paper presented at 8th National Scientific Conference and 1st International Scientific Conference, Niepolomice, Krakow, Poland. http://www.eoq.org/fileadmin/user_upload/Documents/EOQ_public/Quality_Conference_2012.pdf

Chrysochou, P. & Vassilev, B. (2012). Market performance of organic food brands in Denmark. Abstract from 5th Annual EuroMed Conference of the EuroMed Academy of Business , Glion-Montreux, Switzerland. http://unic.ac.cy/media/email/2012/business-school/EuroMed_eBook_5_Glion-Montreux_October_2012_Final_Draft.pdf

Mueller Loose, S. & Szolnoki, G. (2012). Market price differentials for food packaging characteristics. Food Quality and Preference, 25(2), 171-182. https://doi.org/10.1016/j.foodqual.2012.02.009

Tudoran, A. A., Fischer , A. R. H., van Trijp , H. C. M., Grunert, K. G., Krystallis Krontalis, A. & Esbjerg, L. (2012). Overview of Consumer Trends in Food Industry. Aaarhus University, School of Business and Social Sciences, MAPP Centre.

Capacci, S., Mazzocchi, M., Macias, J. B., Shankar, B., Verbeke, W., Pérez-Cueto, F. J. A., Kozioł-Kozakowska, A., Piorecka, B., Niedzwiedzka, B., D'Addesa, D., Saba, A., Turrini, A., Aschemann-Witzel, J., Bech-Larsen, T., Strand, M., Smillie, L., Wills, J. & Traill, W. B. (2012). Policies to promote healthy eating in Europe: A structured review of instruments and their effectiveness. Nutrition Reviews. https://doi.org/10.1111/j.1753-4887.2011.00442.x

Esbjerg, L., Ingenbleek, P., van Trijp, H., Lienemann, K., Tudoran, A. A., Krystallis Krontalis, A. & Volke Christensen, K. (2012). Position paper on the role of technology in dealing with today’s challenges for the food and drink industry. Aarhus University, School of Business and Social Sciences, MAPP Centre.

Karhunen, L., Lyly, M., Lapveteläinen, A., Kolehmainen, M., Laaksonen, D. E., Lähteenmäki, L. & Poutanen, K. (2012). Psychobehavioural Factors Are More Strongly Associated with Successful Weight Management Than Predetermined Satiety Effect or Other Characteristics of Diet. Journal of Obesity, 2012(Article ID 274068). https://doi.org/10.1155/2012/274068

Tudoran, A. A., Scholderer, J. & Brunsø, K. (2012). Regulatory focus, self-efficacy and outcome expectations as drivers of motivation to consume healthy food products. Appetite, 59(2), 243–251. https://doi.org/10.1016/j.appet.2012.05.002

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Revised 30.03.2026

Merete Elmann