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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Costa, A. I. A. & Jongen, W. M. F. (2006). New insights into consumer-led food product development. Trends in Food Science & Technology, 17(8), 457-465.

Grunert, K. G. (2006). Nyder du at spise sundt? Boersen, 11. http://www.borsen.dk/

Thøgersen, J. (2006). Predicting consumer choices of organic food: Results from the CONDOR project. Paper presented at Joint Organic Congress 2006, Odense, Denmark.

Skytte, H. (2006). Relationships between food producers and retail chains: From a constructivist perspective. Paper presented at Academy of Marketing Conference, London, UK.

Esbjerg, L. & Stacey, J. (2006). Retailer brand architecture and consumer perceptions. In B. Jørgensen & J. Stacey (Eds.), Annual Report 2003-2005 (pp. 9). Aarhus School of Business, Aarhus University, MAPP Centre.

Scholderer, J. & Finucane, M. L. (2006). Similarity, trust in institutions, affect, and populism. Abstract from IAREP and SABE Joint Conference on Behavioural Economics and Economic Psychology, Paris, France.

Nielsen, R. (2006). Strategising - the interplay of identity and strategy in a sensemaking perspective: An empirical study in three SMEs. Aarhus School of Business, MAPP Centre.

Scholderer, J. (2006). Structured methods for customer-oriented innovation research. Paper presented at MAPP Workshop on User Driven Innovation, Middelfart, Denmark.

Grunert, K. G. (2006). Supporting innovation in the food sector. In B. Jørgensen & J. Stacey (Eds.), Annual Report 2003-2005 (pp. 4). Aarhus School of Business, Aarhus University, MAPP Centre.

Juhl, H. J., Esbjerg, L., Grunert, K. G., Bech-Larsen, T. & Brunsø, K. (2006). The fight between store brands and national brands: What's the score? Journal of Retailing and Consumer Services, 13(5), 331-338.

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Revised 30.03.2026

Merete Elmann