Department of Management

MAPP Centre

 Department of Management MAPP Centre

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.

MAPP publications

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Haugaard, P., Stancu, C. M., Brockhoff, P. B., Thorsdottir, I. & Lähteenmäki, L. (2016). Determinants of meal satisfaction in a workplace environment. Appetite, 105(October), 195-203. https://doi.org/10.1016/j.appet.2016.05.030
Aschemann-Witzel, J., Bech-Larsen, T. & Capacci, S. (2016). Do Target Groups Appreciate Being Targeted? An Exploration of Healthy Eating Policy Acceptance. Journal of Consumer Policy, 39(3), 285-306. https://doi.org/10.1007/s10603-016-9327-7
Banovic, M., Chrysochou, P., Grunert, K. G., Rosa, P. J. & Gamito, P. (2016). The effect of fat content on visual attention and choice of red meat and differences across gender. Food Quality and Preference, 52, 42-51. https://doi.org/10.1016/j.foodqual.2016.03.017
Cicia, G., Caracciolo, F., Cembalo, L., Del Giudice, T., Grunert, K. G., Krystallis, A., Lombardi, P. & Zhou, Y. (2016). Food Safety Concerns in Urban China: Consumer Preferences for Pig Process Attributes. Food Control, 60, 166-173. https://doi.org/10.1016/j.foodcont.2015.07.012
Spence, M., Stancu, V., Dean, M., Livingstone, M. B. E., Gibney, E. R. & Lähteenmäki, L. (2016). Are food-related perceptions associated with meal portion size decisions? A cross-sectional study. Appetite, 103, 377-385. https://doi.org/10.1016/j.appet.2016.04.039
Banovic, M., Krystallis, A., Guerrero, L. & Reinders, M. J. (2016). Consumers as co-creators of new product ideas: An application of projective and creative research techniques. Food Research International, 87, 211-223. https://doi.org/10.1016/j.foodres.2016.07.010
Haugaard, P. & Brockhoff, P. B. (2016). Objective measures of meal variety lacking association with consumers’ perception of variety with self-selected buffet meals at work. Food Quality and Preference, 51, 123-129. https://doi.org/10.1016/j.foodqual.2016.03.004
Winkens, L. H. H., van Strien, T., Brouwer, I. A., Penninx, B. W. J. H., Toft, M. B., Visser, M. E. & Lähteenmäki, L. (2016). The link between mindful eating and depressive symptoms and the mediating role of psychological eating styles. Bipolar Disorders (English Edition, Online), 18(Supplement S1), 176-176. Article P-339. https://doi.org/10.1111/bdi.12407
Hieke, S., Cascanette, T., Pravst, I., Kaur, A., van Trijp, H., Verbeke, W. & Grunert, K. G. (2016). The role of health-related claims and symbols in consumer behaviour: the CLYMBOL project. Agro Food Industry Hi-Tech, 27(3), 26-29. http://www.teknoscienze.com/tks_article/the-role-of-health-related-claims-and-symbols-in-consumer-behaviour-the-clymbol-project/
Lobos, G., Grunert, K. G., Bustamante, M. & Schnettler, B. (2016). With Health and Good Food, Great Life! Gender Differences and Happiness in Chilean Rural Older Adults. Social Indicators Research, 127(2), 865-885. https://doi.org/10.1007/s11205-015-0971-0

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Revised 30.03.2026
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Merete Elmann