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. (2009). Claims auf Lebensmitteln und Involvement: Eine Untersuchung mit Hilfe realitätsnah gestalter Choice Experiments. Peter Lang.

Kokkali, P., Koutsouris, A. & Chrysochou, P. (2009). Cognitive components of rural tourism destination images: The case of Lake Plastiras, Greece. Paper presented at 4th International Scientific Conference: Planning for the Future, Learning from the Past - Contemporary Developments in Tourism, Travel & Hospitality, Rhodes, Greece. http://www.chios.aegean.gr/tourism/conference.htm

Kokkali, P., Koutsouris, A. & Chrysochou, P. (2009). Cognitive components of rural tourism destination images: The case of Lake Plastiras, Greece. Tourismos, 4(4), 273-291. http://www.chios.aegean.gr/tourism/journal.htm

Chan, K., Prendergast, G., Grønhøj, A. & Bech-Larsen, T. (2009). Communicating healthy eating to adolescents. Journal of Consumer Marketing, 26(1), 6-14. https://doi.org/10.1108/07363760910927000

Scholderer, J. & Hagemann, K. S. (2009). Communication about agricultural biotechnology: Effective, but only when the ends can justify the means. Paper presented at 13th ICABR Conference: The Emerging Bio-Economy, Ravello, Italy. http://www.economia.uniroma2.it/icabr/paper_view.php?id=442&p=5

Grunert, K. G., Juhl, H. J., Esbjerg, L., Jensen, B. B., Bech-Larsen, T., Brunsø, K. & Madsen, C. Ø. (2009). Comparing methods for measuring consumer willingness to pay for a basic and an improved ready made soup product. Food Quality and Preference, 20, 607-619. https://doi.org/10.1016/j.foodqual.2009.07.006

Pieniak, Z., Verbeke, W., Brunsø, K., Scholderer, J. & Olsen, S. O. (2009). Comparison between Polish and Western European fish consumers in their attitudinal and behavioural patterns. Acta Alimentaria, 38(2), 179-192. https://doi.org/10.1556/AAlim.38.2009.2.5

Grunert, K. G., Verbeke, W., Krystallis, A. & Pérez-Cueto, F. J. A. (2009). Consumer and pork market analysis in the EU. Abstract from Q-PorkChains/Quarisma Open Conference: Improving the Quality of Pork for the Consumer, Bonn, Germany. http://www.fleischereiberatung.net/FIS/downloads/Q-PorkChains_Open_conference_EN.pdf

Verbeke, W., Scholderer, J. & Lähteenmäki, L. (2009). Consumer appeal of nutrition and health claims in three existing product concepts. Appetite, 52(3), 684-692. https://doi.org/10.1016/j.appet.2009.03.007

Thøgersen, J. (2009). Consumer decision-making with regard to organic food products. In T. D. N. Vaz, P. Nijkamp & J.-L. Rastoin (Eds.), Traditional Food Production and Rural Sustainable Development: A European Challenge (pp. 173-192). Ashgate. http://www.ashgate.com/default.aspx?page=637&calcTitle=1&pageSubject=320&title_id=10511&edition_id=11505

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Revised 30.03.2026

Merete Elmann