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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Timotijevic, L., Raats, M. M., Barnett, J., Brown, K., Shepherd, R., Fernández-Celemín, L., Dömölki, L., Ruprich, J., Sonne, A.-M., Hermoso, M., Koletzko, B., Frost-Andersen, L. & Timmer, A. (2010). From micronutrient recommendations to policy: Consumer and stakeholder involvement. European Journal of Clinical Nutrition, 64, 31-37. https://doi.org/10.1038/ejcn.2010.58

Krutulyte, R. (2010). Functional food acceptance in the food chain. Aarhus School of Business, Aarhus University, MAPP Centre.

Grunert, K. G. & Bech-Larsen, T. (2010). Guest editorial. Journal of Marketing Communications, 16(1-2), 1-3. https://doi.org/10.1080/13527260903342654

Pieniak, Z., Verbeke, W., Olsen, S. O., Hansen, K. B. & Brunsø, K. (2010). Health-related attitudes as a basis for segmenting European fish consumers. Food Policy, 35(5), 448-455. https://doi.org/10.1016/j.foodpol.2010.05.002

Pieniak, Z., Verbeke, W. & Scholderer, J. (2010). Health-related beliefs and consumer knowledge as determinants of fish consumption. Journal of Human Nutrition and Dietetics, 23(5), 480-488. https://doi.org/10.1111/j.1365-277X.2010.01045.x

Lähteenmäki, L. (2010). Health related claims promoting healthy choices. Abstract from Final HEALTHGRAIN Conference, Lund, Sweden. http://lund2010.healthgrain.org/node/3

Kazbare, L. (2010). Healthy eating behaviour - a social marketing perspective. Aarhus School of Business, Aarhus University, MAPP Centre.

Olsen, N. V. & Sonne, A.-M. (2010). High-pressure and pulsed electric field: What do the consumers think? New Food, October(2), 19-22.

Holm, L., Grunert, K. G. & Smed, S. (2010). Hvad styrer kostvanerne? In A. Astrup, S. Bügel, J. Dyerberg & S. Stender (Eds.), Menneskets ernæring (3 ed., pp. 245-254). Munksgaard . http://www.statsbiblioteket.dk/search/showrecord.jsp?record_id=sb_3800645

Lähteenmäki, L., Lampila, P., Grunert, K. G., Boztug, Y., Ueland, Ø., Åström, A. & Martinsdottir, E. (2010). Impact of health-related claims on the perception of other product attributes. Food Policy, 35(3), 230-239. https://doi.org/10.1016/j.foodpol.2009.12.007

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Revised 30.03.2026

Merete Elmann