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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Tudoran, A. A., Olsen, S. O. & Dopico, D. C. (2012). Satisfaction strength and intention to purchase a new product. Journal of Consumer Behaviour, 11(5), 391–405. https://doi.org/10.1002/cb.1384

Dean, M., Lampila, P., Shepherd, R., Arvola, A., Saba, A., Vassallo, M., Claupein, E., Winkelmann, M. & Lähteenmäki, L. (2012). Perceived relevance and foods with health-related claims. Food Quality and Preference, 24(1), 129-135. https://doi.org/10.1016/j.foodqual.2011.10.006

Chrysochou, P. & Krystallis Krontalis, A. (2012). Product involvement and brand loyalty: Revisiting the relationship between the two constructs. Paper presented at 17th International Conference on Corporate and Marketing Communications, Rennes, France. http://world-research-institute.org/conferences/CMC/2012/index.html

Chrysochou, P., Krystallis Krontalis, A. & Giraud, G. (2012). Quality assurance labels as drivers of loyalty in the case of traditional food products. Food Quality and Preference, 25(2), 156–162. https://doi.org/10.1016/j.foodqual.2012.02.013

Thøgersen, J. & Zhou, Y. (2012). Chinese consumers' adoption of a "green" innovation - the case of organic food. Journal of Marketing Management, 28(3-4), 313-333. https://doi.org/10.1080/0267257X.2012.658834

Krystallis Krontalis, A., Grunert, K. G., de Barcellos, M. D., Perrea, T. & Verbeke, W. (2012). Consumer attitudes towards sustainability aspects of food production: Insights from three continents. Journal of Marketing Management, 28(3-4), 334-372. https://doi.org/10.1080/0267257X.2012.658836

Grunert, K. G., Fernández Celemín, L., Storcksdieck genannt Bonsmann, S. & M. Wills, J. (2012). Motivation and attention are the major bottlenecks in nutrition labelling. Food Science & Technology, 26(1), 19-21.

van Wezemael, L., Ueland, Ø., Rødbotten, R., de Smet, S., Scholderer, J. & Verbeke, W. (2012). The effect of technology information on consumer expectations and liking of beef. Meat Science, 90(2), 444–450. https://doi.org/10.1016/j.meatsci.2011.09.005

Bech-Larsen, T. & Aschemann-Witzel, J. (2012). A macromarketing perspective on food safety regulation: The Danish ban on trans-fatty acids. Journal of Macromarketing, 32(2), 208-219. https://doi.org/10.1177/0276146711435262

Truong, O., Faulkner, M. & Mueller Loose, S. (2012). An examination of consumer profiles across brands in emerging markets. In Proceedings of the Australian and New Zealand Marketing Academy (Vol. 2012). ANZMAC. http://anzmac.info/conference/2012/papers/543ANZMACFINAL.pdf

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Revised 30.03.2026

Merete Elmann