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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Aschemann-Witzel, J. (2016). Waste not, want not, emit less. Science, 352(6284), 408-409. https://doi.org/10.1126/science.aaf2978

Aschemann-Witzel, J., Hooge, I. D. & Normann, A. (2016). Consumer-Related Food Waste: Role of Food Marketing and Retailers and Potential for Action. Journal of International Food & Agribusiness Marketing, 28(3), 271-285. https://doi.org/10.1080/08974438.2015.1110549

De Groot, J. I. M., Schubert, I. & Thøgersen, J. (2016). Morality and green consumer behaviour: A psychological perspective. In D. Shaw, A. Chatzidakis & M. Carrington (Eds.), Ethics and Morality in Consumption: Interdisciplinary Perspectives (pp. 57-74). Routledge. https://doi.org/10.4324/9781315764320

Grunert, K. G. (2016). Consumer reactions to on-pack educational messages. In Integrating the packaging and product experience in food and beverages: A road-map to consumer satisfaction (pp. 23-35). Woodhead Publishing. https://doi.org/10.1016/B978-0-08-100356-5.00002-4

Cembalo, L., Caracciolo, F., Lombardi, A., Del Giudice, T., Grunert, K. G. & Cicia, G. (2016). Determinants of Individual Attitudes Toward Animal Welfare-Friendly Food Products. Journal of Agricultural and Environmental Ethics, 29(2), 237-254. https://doi.org/10.1007/s10806-015-9598-z

Orellana, L., Grunert, K. G., Sepúlveda, J., Germán, L., Denegri, M., Miranda, H., Adasme-Berríos, C., Mora, M., Etchebarne, S., Salinas-Õnate, N. & Schnettler, B. (2016). Dietary restraint and self-discrepancy in male university students. Eating Behaviors, 21, 123-128. https://doi.org/10.1016/j.eatbeh.2016.01.005

Schnettler, B., Miranda-Zapata, E., Miranda, H., Velásquez, C., Orellana, L., Sepúlveda, J., Germán, L., Sánchez, M. & Grunert, K. G. (2016). Psychometric analysis of the Food Technology Neophobia Scale in a Chilean sample. Food Quality and Preference, 49, 176-182. https://doi.org/10.1016/j.foodqual.2015.12.008

Pedersen, S., Grønhøj, A. & Thøgersen, J. (2016). Texting your way to healthier eating? Effects of participating in a feedback intervention using text messaging on adolescents’ fruit and vegetable intake. Health Education Research, 31(2), 171-184. https://doi.org/10.1093/her/cyv104

Caracciolo, F., Cicia, G., Del Guidice, T., Cembalo, L., Krystallis, A., Grunert, K. G. & Lombardi, P. (2016). Human Values and Preferences for Cleaner Livestock Production. Journal of Cleaner Production, 112(Part 1), 121-130. https://doi.org/10.1016/j.jclepro.2015.06.045

Grunert, K. G., Brock, S., Brunsø, K., Christiansen, T., Edelenbos, M., Kastberg, H., Krogager, S. G. S., Mielby, L. H. & Povlsen, K. K. (2016). Cool snacks: A cross-disciplinary approach to healthier snacks for adolescents. Trends in Food Science & Technology, 47, 82-92. https://doi.org/10.1016/j.tifs.2015.10.009

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Revised 30.03.2026

Merete Elmann