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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Esbjerg, L. (2001). Rethinking retailer buying behaviour. In Rethinking European marketing: Proceedings of the 30th EMAC Conference (pp. Cd-rom)

Stacey, J., Sonne, A.-M. & Jensen, B. B. (2001). Scenario research: The food industry in 2010. In Årsberetning (pp. 8-9). Aarhus School of Business, MAPP Centre.

Harmsen, H., Jensen, B. B. & Sonne, A.-M. (2001). Scenarios for the food industry in 2010. Agrarwirtschaft, 50(6), 314-322.

Bech-Larsen, T. (2001). Segmentation of the industrial market for food commodities: A conjoint study for purchase of vegetable oils in the mayonnaise and margarine industries. Journal of International Food & Agribusiness Marketing, 12(3), 27-51.

Madsen, C. Ø. (2001). Sensemaking technologies. Paper presented at EGOS Colloquium, Lyon, France.

Bech-Larsen, T. & Stacey, J. (2001). Smag og behag! Produktfordele og prøvesmagning mindsker afvisning af genmodificerede fødevarer. Food Market Norden, 7(1), 2-3.

Scholderer, J. & Grunert, K. G. (2001). Structure versus level: A unified approach to campaign evaluation. In Rethinking European marketing: Proceedings of the 30th EMAC Conference (pp. Cd-rom)

Juhl, H. J. & Stacey, J. (2001). Succesful labelling schemes. In Annual report (pp. 4). Aarhus School of Business, MAPP Centre.

Madsen, C. Ø. (2001). Techno-sensemaking. Paper presented at Workshop on Management and Organization Cognition, Paris, France.

Bech-Larsen, T., Grunert, K. G. & Poulsen, J. (2001). The acceptance of functional foods in Denmark, Finland and the United States: A study of consumers' conjoint evaluations of the qualities of functional foods and perceptions of general health factors and cultural values.

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Revised 30.03.2026

Merete Elmann