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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Haugaard, P. & Lähteenmäki, L. (2017). Consumer satisfaction with real life meal experiences: An interview study. Journal of Foodservice Business Research, 20(4), 371-393. https://doi.org/10.1080/15378020.2016.1215757

Krystallis, A., Chrysochou, P., Perrea, T. & Tzagarakis, N. (2017). A retrospective view on Designation of Origin Labeled foods in Europe. Journal of International Food & Agribusiness Marketing, 29(3), 217-233. https://doi.org/10.1080/08974438.2017.1307156

Aschemann-Witzel, J., de Hooge, I. E., Rohm, H., Normann, A., Bossle, M. B., Grønhøj, A. & Oostindjer, M. (2017). Key characteristics and success factors of supply chain initiatives tackling consumer-related food waste: A multiple case study. Journal of Cleaner Production, 155, Part 2, 33-45. https://doi.org/10.1016/j.jclepro.2016.11.173

Friis, R., Skov, L. R., Olsen, A., Appleton, K. M., Saulais, L., Dinnella, C., Hartwell, H., Depezay, L., Monteleone, E., Giboreau, A. & Perez-Cueto, F. J. A. (2017). Comparison of three nudge interventions (priming, default option, and perceived variety) to promote vegetable consumption in a self-service buffet setting. PLoS One, 12(5), Article e0176028. https://doi.org/10.1371/journal.pone.0176028

Schnettler, B., Miranda-Zapata, E., Lobos, G., Lapo, M., Grunert, K. G., Adasme-Berríos, C. & Hueche, C. (2017). Cross-cultural measurement invariance in the satisfaction with food-related life scale in older adults from two developing countries. Health and Quality of Life Outcomes, 15(113), Article 113. https://doi.org/10.1186/s12955-017-0687-8

Pedersen, S., Aschemann-Witzel, J. & Thøgersen, J. (2017). Consumer evaluation of imported organic food products in emerging economies in Asia. Abstract from International Food Marketing Research Symposium, Dubrovnik, Croatia.

Aschemann-Witzel, J. & Grunert, K. G. (2017). Attitude towards resveratrol as a healthy botanical ingredient: The role of naturalness of product and message. Food Quality and Preference, 57, 126-135. https://doi.org/10.1016/j.foodqual.2016.12.007

Mørk, T., Bech-Larsen, T., Grunert, K. G. & Tsalis, G. (2017). Determinants of Citizen Acceptance of Environmental Policy Regulating Consumption in Public Settings: Organic Food in Public Institutions. Journal of Cleaner Production, 148(April), 407-414. https://doi.org/10.1016/j.jclepro.2017.01.139

Schnettler, B., Miranda-Zapata, E., Sánchez, M., Grunert, K. G., Lobos, G., Adasme-Berríos, C., Orellana, L., Sepúlveda, J. & Hueche, C. (2017). Measurement invariance in the Satisfaction with Food-related Life scale: A comparison of Chilean and Spanish university students. Food Quality and Preference, 57, 79-86. https://doi.org/10.1016/j.foodqual.2016.12.001

Mørk, T., Grunert, K. G., Fenger, M. H. J., Juhl, H. J. & Tsalis, G. (2017). An analysis of the effects of a campaign supporting use of a health symbol on food sales and shopping behaviour of consumers. BMC Public Health, 17(239), 1-11. Article 239. https://doi.org/10.1186/s12889-017-4149-3

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Revised 30.03.2026

Merete Elmann