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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Aschemann-Witzel, J., Hooge, I. D., Amani, P., Bech-Larsen, T. & Gustavsson , J. (2015). Consumers and food waste: a review of research approaches and findings on point of purchase and in-household consumer behaviour. Paper presented at 143 EAAE/AAEA Joint seminar , Napoli, Italy.

Aschemann-Witzel, J., Hooge, I. D., Amani, P., Bech-Larsen, T., Kolle, S. & Oostindjer, M. (2015). Consumers and food waste – state of the literature and focus groups. Paper presented at International Food Marketing Research Symposium, Chania, Greece.

Perrea, T., Grunert, K. G. & Krystallis Krontalis, A. (2015). Consumer Value perceptions of food products from emerging processing technologies: A cross-cultural exploration. Food Quality and Preference, 39, 95-108. https://doi.org/10.1016/j.foodqual.2014.06.009

Aschemann-Witzel, J. & Grunert, K. G. (2015). Danish Consumer´s Reaction to Resveratrol Supplements or Foods. Poster session presented at Pangborn 2015: "11th Pangborn Sensory Science Symposium", Gothenburg, Sweden.

Fenger, M. H. J., Aschemann-Witzel, J., Hansen, F. & Grunert, K. G. (2015). Delicious words – Assessing the impact of short storytelling messages on consumer preferences for variations of a new processed meat product. Food Quality and Preference, 41, 237-244. https://doi.org/10.1016/j.foodqual.2014.11.016

Schnettler, B. L., Miranda, H., Lobos, G., Orellana, L., Sepúlveda, J., Denegri, M., Etchebarne, S., Mora, M. & Grunert, K. G. (2015). Eating habits and subjective well-being: A typology of students in Chilean state universities. Appetite, 89, 203-214. https://doi.org/10.1016/j.appet.2015.02.008

Orquin, J. L. & Lagerkvist, C. J. (2015). Effects of salience are both short- and long-lived. Acta Psychologica, 160, 69-76. https://doi.org/10.1016/j.actpsy.2015.07.001

Liao, L. X., Corsi, A. M., Chrysochou, P. & Lockshin, L. (2015). Emotional response towards food packaging: A joint application of self-report and physiological measures of emotion. Food Quality and Preference, 42, 48-55. https://doi.org/10.1016/j.foodqual.2015.01.009

Loebnitz, N. & Grunert, K. G. (2015). Evaluative conditioning of food technologies. Psychology & Marketing, 32(7), 725-741. https://doi.org/10.1002/mar.20813

Grunert, K. G., Mueller Loose, S., Zhou, Y. & Tinggaard, S. (2015). Extrinsic and intrinsic quality cues in Chinese consumers’ purchase of pork ribs. Food Quality and Preference, 42, 37-47. https://doi.org/10.1016/j.foodqual.2015.01.001

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Revised 30.03.2026

Merete Elmann