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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Macready, A. L., Hieke, S., Klimczuk-Kochannska, M., Szumial , S., Vranken , L. & Grunert, K. G. (2020). Consumer trust in the food value chain and its impact on consumer confidence: A model for assessing consumer trust and evidence from a 5- country study in Europe. Food Policy, 92, Article 101880. https://doi.org/10.1016/j.foodpol.2020.101880

Videbæk, P. N. & Grunert, K. G. (2020). Disgusting or delicious? Examining attitudinal ambivalence towards entomophagy among Danish consumers. Food Quality and Preference, 83, Article 103913. https://doi.org/10.1016/j.foodqual.2020.103913

Schnettler, B., Miranda-Zapata, E., Grunert, K. G., Lobos, G., Lapo, M. & Hueche, C. (2020). Satisfaction with food-related life and life satisfaction: A triadic analysis in dual-earner families. Cadernos de Saude Publica, 36(3), Article e00090619. https://doi.org/10.1590/0102-311x00090619

Rolschau, K., Janice Wang, Q. & Otterbring, T. (2020). Seeing sweet and choosing sour: Compensatory effects of typeface on consumers’ choice behavior. Food Quality and Preference, 85, Article 103964. https://doi.org/10.1016/j.foodqual.2020.103964

Aschemann-Witzel, J., Giménez, A. & Ares, G. (2020). Suboptimal food, careless store? Consumer's associations with stores selling foods with imperfections to counter food waste in the context of an emerging retail market. Journal of Cleaner Production, 262, Article 121252. https://doi.org/10.1016/j.jclepro.2020.121252

Rosenbaum, M., Friman, M., Contreras Ramirez, G. & Otterbring, T. (2020). Therapeutic servicescapes: Restorative and relational resources in service settings. Journal of Retailing and Consumer Services, 55, Article 102078. https://doi.org/10.1016/j.jretconser.2020.102078

Stojić, H., Orquin, J. L., Dayan, P., Dolan, R. J. & Speekenbrink, M. (2020). Uncertainty in learning, choice, and visual fixation. Proceedings of the National Academy of Sciences (PNAS), 117(6), 3291-3300. https://doi.org/10.1073/pnas.1911348117

Evans, E. H., Sainsbury, K., Marques, M. M., Santos, J., Pedersen, S., Lahteenmaki, L., Teixeira, P. J., Stubbs, R. J., Heitmann, B. L. & Sniehotta, F. F. (2019). Prevalence and predictors of weight loss maintenance: a retrospective population-based survey of European adults with overweight and obesity. Journal of Human Nutrition and Dietetics, 32(6), 745-753. https://doi.org/10.1111/jhn.12666

Aschemann-Witzel, J. & Peschel, A. O. (2019). Consumer perception of plant-based proteins: The value of source transparency for alternative protein ingredients. Food Hydrocolloids, 96, 20-28. https://doi.org/10.1016/j.foodhyd.2019.05.006

Vidal, G., MacHín, L., Aschemann-Witzel, J. & Ares, G. (2019). Does message framing matter for promoting the use of nutritional warnings in decision making? Public Health Nutrition, 22(16), 3025-3034. https://doi.org/10.1017/S1368980019002507

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Revised 30.03.2026

Merete Elmann