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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Jespersen, K. R. & Søndergaard, H. A. (2007). Readiness for the next generation of information competence in new product development. In Ikke angivet The European Institute for Advanced Studies in Management.

Afonso, C., de Morais, C., Lopes, C., Raats, M., Grunert, K. G. & de Almeida, M. D. V. (2007). Self-reported overweight and obesity in European elderly. Poster session presented at 10th European Nutrition Conference, Paris, France.

Esbjerg, L. (2007). The growth of retailer branding: Implications for retailer-supplier relationships. Poster session presented at 36th EMAC Conference, Reykjavik, Iceland.

Kehagia, O. & Chrysochou, P. (2007). The reporting of food hazards by the media: The case of Greece. Social Science Journal, 44(4), 721-733. https://doi.org/10.1016/j.soscij.2007.10.015

Madsen, C. Ø. (2007). The social construction of success: A discursive psychological study of SAP R3 implementation. Aarhus School of Business, Aarhus University, Department of Marketing and Statistics.

Bech-Larsen, T., Esbjerg, L., Grunert, K. G., Juhl, H. J. & Brunsø, K. (2007). The Supermalt identity: How Brixton-based Afro-Caribbean consumers construct a Danish malt beer brand as one of their own. Journal of Product and Brand Management, 16(1), 5-15. https://doi.org/10.1108/10610420710731115

Søndergaard, H. A. & Harmsen, H. (2007). Using market information in product development. Journal of Consumer Marketing, 24(4), 194-201. https://doi.org/10.1108/07363760710755986

Søndergaard, H. A. & Edelenbos, M. (2007). What parents prefer and children like: Investigating choice of vegetable-based food for children. Food Quality and Preference, 18(7), 949-962. https://doi.org/10.1016/j.foodqual.2007.03.009

Verbeke, W., Frewer, L. J., Scholderer, J. & De Brabander, H. F. (2007). Why consumers behave as they do with respect to food safety and risk information. Analytica Chimica Acta, 586(1-2), 2-7. http://www.sciencedirect.com/science?_ob=MImg&_imagekey=B6TF4-4KJ6KN5-5-1&_cdi=5216&_user=745831&_orig=search&_coverDate=03%2F14%2F2007&_sk=994139998&view=c&wchp=dGLbVzW-zSkzk&md5=00ccb3e28a04eb2f7fc2bccb1a39a080&ie=/sdarticle.pdf

Krutulyte, R., Grunert, K. G. & Costa, A. I. A. (2006). A cross-cultural study of cereal foods' quality perception. Paper presented at 98th EAAE Seminar: Marketing dynamics within the global trading system - New Perspectives, Chania, Greece.

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