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.

Subscribe to Events

Visit us on ResearchGate

Find us on LinkedIn

MAPP publications

Sort by: Date | Author | Title

Bech-Larsen, T. & Jensen, B. B. (2010). Food quality assessment in parent-offspring dyads. Paper presented at 4th International European Forum on System Dynamics and Innovation in Food Networks, Bonn, Germany. http://www.fooddynamics.org/

Perez-Cueto, F. J. A., Verbeke, W., de Barcellos, M. D., Kehagia, O., Chryssochoidis, G., Scholderer, J. & Grunert, K. G. (2010). Food-related lifestyles and their association to obesity in five European countries. Appetite, 54(1), 156-162. https://doi.org/10.1016/j.appet.2009.10.001

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.

Displaying results 941 to 950 out of 1635

100

Revised 30.03.2026

Merete Elmann