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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Rageliene, T., Aschemann-Witzel, J. & Grønhøj, A. (2022). Efficacy of a smartphone application-based intervention for encouraging children’s healthy eating in Denmark. Health Promotion International, 37(1), Article daab081. https://doi.org/10.1093/heapro/daab081

Schnettler, B., Miranda-Zapata, E., Grunert, K. G., Grønhøj, A., Jiménez, P., Lobos, G., Lapo, M., Orellana, L. & Hueche, C. (2022). Satisfaction with life, family and food in adolescents: Exploring moderating roles of family-related factors. Current Psychology, 41(2), 802-815. https://doi.org/10.1007/s12144-020-00618-2

Loebnitz, N., Frank, P. & Otterbring, T. (2022). Stairway to organic heaven: The impact of social and temporal distance in print ads. Journal of Business Research, 139, 1044-1057. https://doi.org/10.1016/j.jbusres.2021.10.020

Liu, R., Banovic, M. & Grunert, K. G. (2022). Beliefs about food quality attributes, food-related goals and satisfaction with food-related life among the elderly in China: A means-end approach. Food Quality and Preference, 95, Article 104367. https://doi.org/10.1016/j.foodqual.2021.104367

Ferro, C., Ares, G., Aschemann-Witzel, J., Curutchet, M. R. & Giménez, A. (2022). “I don't throw away food, unless I see that it's not fit for consumption”: An in-depth exploration of household food waste in Uruguay. Food Research International, 151, Article 110861. https://doi.org/10.1016/j.foodres.2021.110861

Loebnitz, N. & Grunert, K. G. (2022). Let us be realistic: The impact of perceived brand authenticity and advertising image on consumers’ purchase intentions of food brands. International Journal of Consumer Studies, 46(1), 309-323. https://doi.org/10.1111/ijcs.12679

Mattila, E., Hansen, S., Bundgaard, L., Ramsey, L., Dunning, A., Silva, M. N., Harjumaa, M., Ermes, M., Marques, M. M., Matos, M., Larsen, S. C., Encantado, J., Santos, I., Horgan, G., O'Driscoll, R., Turicchi, J., Duarte, C., Palmeira, A. L., James Stubbs, R. ... Lähteenmäki, L. (2022). Users’ Experiences With the NoHoW Web-Based Toolkit With Weight and Activity Tracking in Weight Loss Maintenance: Long-term Randomized Controlled Trial. Journal of Medical Internet Research, 24(1), Article e29302. https://doi.org/10.2196/29302

Grunert, K. G. (2022). Changes in food behaviour in times of crisis. Abstract from EIT Food Annual Meeting, Brussels, Belgium.

Jacobsen, L., Frank, D.-A. & Søndergaard, H. A. (2022). Danish Innovation Index 2021 Annual Report. Danish Innovation Index. https://mgmt.au.dk/fileadmin/MGMT/Subsites/Projekter/DII/DII_report_2021.pdf

Aschemann-Witzel, J. & Janssen, M. (2022). The role of policy actions to accelerate food consumer behaviour change. Agricultural and Food Economics, 10(1), Article 22. https://doi.org/10.1186/s40100-022-00230-x

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Revised 30.03.2026

Merete Elmann