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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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.

Grunert, K. G., Wognum, N., Trienekens, J., Wever, M., Olsen, N. V. & Scholderer, J. (2011). Consumer demand and quality assurance: Segmentation basis and implications for chain governance in the pork sector. Journal on Chain and Network Science, 11(2), 89-97.

Lähteenmäki, L. (2011). Consumers and health claims for functional foods. In M. Saarela (Ed.), Functional foods: Concept to product (2nd ed., pp. 109-126). Woodhead Publishing Limited. http://www.statsbiblioteket.dk/au/index.jsp?query=recordID:%22sb_5470883%22

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Revised 30.03.2026

Merete Elmann