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., de Hooge, I. E. & Otterbring, T. (2018). I see You and I see Myself – Communication, Individual Characteristics, and Others-View Explaining Choice of Imperfect Products. Paper presented at European Association for Consumer Research Conference EACR2018, Ghent, Belgium.

Esbjerg, L. & Rask, M. (2018). It takes two to tango: The interaction paradox in management education. Dansk Universitetspædagogisk Tidsskrift, 13(25), 37-58. https://tidsskrift.dk/dut/article/download/103062/158881/

Hansen, G. L., Videbæk, J. N. & Bech-Larsen, T. (2018). Kvalitetsindeks 2018: Fokus på udespisning. DCA - Nationalt Center for Fødevarer og Jordbrug.

Schnettler, B., Grunert, K. G., Lobos, G., Miranda-Zapata, E., Denegri, M. & Hueche, C. (2018). Maternal Food-Related Practices, Quality of Diet and Well-Being: Profiles of Chilean Mother-Adolescent Dyads. Journal of Nutrition Education and Behavior, 50(8), 776-787. https://doi.org/10.1016/j.jneb.2018.03.003

Randers, L., Pedersen, S., Jensen, B. B., Tsalis, G. & Aschemann-Witzel, J. (2018). Motivation, Responsibility, Thriftiness and Frugality? Exploration of Food Waste Reflections Among Deal Prone Danish Consumers. Paper presented at International Food Marketing Research Symposium, Bournemouth, United Kingdom.

Ares, G., Aschemann-Witzel, J., Curutchet, M. R., Antúnez, L., Machín, L., Vidal, L., Martínez, J. & Giménez, A. (2018). Nutritional warnings and product substitution or abandonment: Policy implications derived from a repeated purchase simulation. Food Quality and Preference, 65(April), 40-48. https://doi.org/10.1016/j.foodqual.2017.12.001

Pedersen, S., Aschemann-Witzel, J. & Thøgersen, J. (2018). Pride and prejudice - a comparison of consumer preferences for country-of-origins of imported organic foods in Germany and China. Abstract from EMAC 2018, Glasgow, United Kingdom.

Ares, G., Aschemann-Witzel, J., Curutchet, M. R., Antúnez, L., Machín, L., Vidal, L. & Giménez, A. (2018). Product reformulation in the context of nutritional warning labels: Exploration of consumer preferences towards food concepts in three food categories. Food Research International, 107, 669-674. https://doi.org/10.1016/j.foodres.2018.03.021

Tsalis, G., Jensen, B. B. & Aschemann-Witzel, J. (2018). Promoting food for the bin? A literature review and coupled survey and waste sorting to holistically explore the relation between price promotions and consumer-level food waste. Paper presented at 43rd Macromarketing Conference, Leipzig, Germany.

Tsalis, G., Jensen, B. B. & Aschemann-Witzel, J. (2018). Promoting food for the bin? A literature review of the literature on retail price promotions and consumer level food waste. Paper presented at 6^th Nordic Retail & Wholesale Conference, Reykjavik, Iceland.

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Revised 30.03.2026

Merete Elmann