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

Aschemann-Witzel, J. (2011). The EU health claim regulation in international comparison: Review of the possible impact on food marketing and consumer protection. CAB Reviews: Perspectives in Agriculture, Veterinary Science, Nutrition and Natural Resources, 6(33), 1-7.

Scholderer, J. (2011). The power of situations: Re-contextualising food choice and consumption. Abstract from 9th Pangborn Sensory Science Symposium, Toronto, Canada. http://www.pangborn2011.com/index.html

Timotijevic, L., Barnett, J., Brown, K., Shepherd, R., Fernández-Celemín, L., Dömölki, L., Ruprich, J., A Dhonukshe-Rutten, R., Sonne, A.-M., Hermoso, M., Koletzko, B., Frost-Andersen, L., Timmer, A. & Raats, M. M. (2011). The process of setting micronutrient recommendations: A cross-European comparison of nutrition-related scientific advisory bodies. Public Health Nutrition, 14(4), 716-728. https://doi.org/10.1017/S1368980010002363

Chan, K., Prendergast, G., Grønhøj, A. & Bech-Larsen, T. (2011). The role of socializing agents in communicating healthy eating to adolescents: A cross cultural study. Journal of International Consumer Marketing, 23(1), 59-74. https://doi.org/10.1080/08961530.2011.524578

Rodríguez-Santos, M. C. & Grunert, K. G. (2011). The role of temporary involvement with appellation of origin in the purchase of wine. (pp. 1-29). American Association of Wine Economists. http://www.wine-economics.org/workingpapers/AAWE_WP96.pdf

Verbeke, W., Pérez-Cueto, F. J. A. & Grunert, K. (2011). To eat or not to eat pork, how frequently and how varied? Insights from the quantitative Q-PorkChains consumer survey in four European countries. Meat Science, 88(4), 619-626. https://doi.org/10.1016/j.meatsci.2011.02.016

Chrysochou, P., Nikolakis, G. & Krystallis Krontalis, A. (2011). Too fat to be a model? The role of body image in advertising effectiveness of healthy food products. Paper presented at 16th International Conference on Corporate and Marketing Communications, Athens, Greece. http://www.cmc2011.com/

Kokkali, P., Koutsouris, A. & Chrysochou, P. (2011). Tourism Destination Image (TDI): The case of Pertouli, Greece. Paper presented at 7th Conference of Sociology of Tourism, Sassari, Alghero, Italy. http://awbr.bem.edu/

Papista, E. & Krystallis Krontalis, A. (2011). Types of value and cost in consumer relationships with green brands. Paper presented at 7th International Conference of the Academy of Marketing's SIG on Brand, Corporate Identity and Reputation, "Brand New Territory: Brand Leadership, Relevance and Practice in a Dynamic Environment", Oxford, United Kingdom. http://www.academyofmarketing.org/brand-identity-and-corporate-reputation-sig/

Grunert, K. G., Verbeke, W., Kügler, J., Saeed, F. & Scholderer, J. (2011). Use of consumer insight in the new product development process in the meat sector. Meat Science, 89(3), 251-258. https://doi.org/10.1016/j.meatsci.2011.04.024

Displaying results 881 to 890 out of 1633

Revised 30.03.2026

Merete Elmann