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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Pasgaard, P. (2006). Inter-project learning in the product development process: A review. Abstract from Food Innovation and New Product Development: 4th International MAPP Workshop on Consumer Behaviour and Food Marketing, Middelfart, Denmark.

Juhl, H. J., Thøgersen, J. & Poulsen, C. S. (2006). Is the propensity to complain increasing over time? Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 19, 118-127.

Costa, A. I. A. & Ruijschop, R. M. A. J. (2006). Just how convenient is convenience? An empirical study of the associations between perceived convenience, meal preparation activities and ready meals' characteristics. Appetite, 261.

Scholderer, J., Balderjahn, I. & Paulssen, M. (2006). Kausalität, Linearität, Reliabilität: Drei Dinge, die Sie nie über Strukturgleichungsmodelle wissen wollten. Betriebswirtschaft, 66(6), 640-650.

Grunert, K. G. (2006). Knackpunkt Kunde. Senses, 3, 31-33.

Sonne, A.-M. (2006). Knowledge sharing in international product development teams. Abstract from Food Innovation and New Product Development: 4th International MAPP Workshop on Consumer Behaviour and Food Marketing, Middelfart, Denmark.

Skytte, H. & Jørgensen, B. (2006). Know your company - and its environment. In B. Jørgensen & J. Stacey (Eds.), Annual Report 2003-2005 (pp. 15). Aarhus School of Business, Aarhus University, MAPP Centre.

Scholderer, J., Grunert, K. G. & Søndergaard, H. A. (2006). Learning to love what we despise: Experiential re-evaluation of stigmatised technologies. Paper presented at 35th EMAC Conference: Sustainable Marketing Leadership, Athens, Greece.

Grunert, K. G. (2006). Marketing parameters and their influence on consumer food choice. In R. Shepherd & M. Raats (Eds.), The Psychology of Food Choice (pp. 161-177). CABI Publishing.

Grunert, K. G., Hansen, S. S. & Wandorf, C. (2006). Modeling customer-supplier relationships by the concept of bonding: Evidence from eight different product/service markets. Paper presented at 35th EMAC Conference: Sustainable Marketing Leadership, Athens, Greece.

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Merete Elmann