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.

Subscribe to Events

Visit us on ResearchGate

Find us on LinkedIn

MAPP publications

Sort by: Date | Author | Title

Scholderer, J. (2010). Consumer preferences for fish and fish products in Europe. Paper presented at Global market models for fish and fish products: Markets, consumption and aquaculture supply, Copenhagen, Denmark.

Grunert, K. G. (2010). Consumer reactions to health claims. Abstract from Symposium NutrEating 2010: Symposium on Food, Consumer & Health Claims, Paris, France. http://www.nutreating.com/

Grunert, K. G. (2010). Consumer research: Glimpses from Denmark. In P. Laaksonen & H. Jyrinki (Eds.), The Roots and Fruits of the Nordic Consumer Research (pp. 17-29). Vaasan Yliopisto. http://nccr2010.webs.com/

Banovic, M., Grunert, K. G., Barreira, M. M. & Fontes, M. A. (2010). Consumers' quality perception of national branded, national store branded, and imported store branded beef. Meat Science, 84(1), 54-65. https://doi.org/10.1016/j.meatsci.2009.08.037

Thøgersen, J. (2010). Country differences in sustainable consumption: The case of organic food. Journal of Macromarketing, 30(2), 171-185. https://doi.org/10.1177/0276146710361926

Saba, A., Vassallo, M., Sheperd, R., Lampila, P., Arvola, A., Dean, M., Winkelmann, M., Claupein, E. & Lähteenmäki, L. (2010). Country-wise differences in perception of health-related messages in cereal-based food products. Food Quality and Preference, 21(4), 385-393. https://doi.org/10.1016/j.foodqual.2009.09.007

Scholderer, J. (2010). Data handling in cross-cultural studies: Measurement invariance. In S. Jaeger & H. MacFie (Eds.), Consumer-driven innovation in food and personal care products (pp. 470-487). Woodhead Publishing Limited. http://www.statsbiblioteket.dk/au/showrecord.jsp?record_id=sb_4443098

Aschemann-Witzel, J. & Hamm, U. (2010). Do consumers prefer foods with nutrition and health claims? Results of a purchase simulation. Journal of Marketing Communications, 16(1-2), 47-58. https://doi.org/10.1080/13527260903342746

Strand, M. (2010). EATWELL in Europe: Succesful healthy eating campaigns. NHD magazine, 8-9.

Traill, W. B., Pérez-Cueto, F. J. A., Shankar, B., Brambila Macias, J., Bech-Larsen, T., Aschemann-Witzel, J., Strand, M., Mazzocchi, M., Capacci, S., D'Addesa, D., Saba, A., Turrini, A., Niedzwiedzka, B., Kijowska, V., Piorecka, B., Infantes, M., Wills, J., Smillie, L., Chalot, F. ... Verbeke, W. (2010). Eatwell project: Approaching European healthy eating policies from a multi-disciplinary perspective. Nutricion Hospitalaria, 25(5), 867-868.

Displaying results 921 to 930 out of 1633

Revised 30.03.2026

Merete Elmann