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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Orquin, J. L. & Scholderer, J. (2011). Attention to health cues on product packages. Journal of Eyetracking, Visual Cognition and Emotion, 1(1), 59-63. http://revistas.ulusofona.pt/index.php/JETVCE/article/viewFile/2056/1580

Scholderer, J. (2011). Attitude surveys. In D. Southerton (Ed.), Encyclopedia of consumer culture SAGE Publications.

Scholderer, J. (2011). Attitude theory. In D. Southerton (Ed.), Encyclopaedia of consumer culture SAGE Publications.

Caracciolo, F., Cembalo, L., Cicia, G., Del Giudice, T., Grunert, K. & Krystallis Krontalis, A. (2011). Attributi di processo e di prodotto nella filiera carne suina, un’analisi europea delle preferenze dei consumatori attraverso un modello generalizzato ad utilità stocastica. Economia Agro - Alimentare, 13(1), 251-270.

Tudoran, A. A. & Olsen, S. O. (2011). Automaticity or active control: Investigating the quasi-moderating role of habit strength in consumer loyalty. Paper presented at 2nd EMAC Regional Conference, Marketing Theory Challenges in Emerging Societies, Iasi, Romania. http://www.emac-regional.com/volum_ULTRA_FINAL.pdf

Olsen, N. V., Menichelli, E., Grunert, K. G., Sonne, A.-M., Szabó, E., Bánáti, D. & Næs, T. (2011). Choice probability for apple juice based on novel processing techniques: Investigating the choice relevance of mean-end-chains. Food Quality and Preference, 22(1), 48-59. https://doi.org/10.1016/j.foodqual.2010.07.010

Corsi , A. M., Lockshin , L. & Mueller, S. (2011). Competition between and competition within: The strategic positioning of competing countries in key export markets. In Proceedings: 6th International Academy of Wine Business Research Conference Academy of Wine Business Research. http://awbr.bem.edu/

Orquin, J. L. (2011). Consumer attention to product health cues. Paper presented at ISBNPA 2011, Melbourne, Australia. http://www.isbnpa2011.org/

Krystallis Krontalis, A., Perrea, T., de Barcellos, M. D. & Grunert, K. G. (2011). Consumer attitudes towards green food in Europe: A values-attitudes hierarchical model. Paper presented at 8th International Agribusiness PAA-PENSA Conference, Buenos Aires, Argentina. http://www.pensaconference.org/viii_paa-pensa_conference/index.php

Grunert, K. G. (2011). Consumer behaviour and opportunities for new product development. Abstract from 57th ICoMST 2011 - International Congress of Meat Science and Technology: Global challenges to production, processing and consumption of meat , Ghent, Belgium.

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Revised 30.03.2026

Merete Elmann