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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Grunert, K. G. (2019). Do consumers care about micronutrients? a perspective on the possible role of vitamin e in the dietary choices of consumers. In P. Weber, M. Birringer, J. B. Blumberg, M. Eggersdorfer & J. Frank (Eds.), Vitamin e in human health (pp. 435-444). Humana Press. https://doi.org/10.1007/978-3-030-05315-4_30

Machín, L., Curutchet, M. R., Giménez, A., Aschemann-Witzel, J. & Ares, G. (2019). Do nutritional warnings do their work? Results from a choice experiment involving snack products. Food Quality and Preference, 77, 159-165. https://doi.org/10.1016/j.foodqual.2019.05.012

Jahn, S., Tsalis, G. & Lähteenmäki, L. (2019). How attitude towards food fortification can lead to purchase intention. Appetite, 133(February), 370-377. https://doi.org/10.1016/j.appet.2018.11.022

Haas, R., Imami, D., Miftari, I., Ymerie, P. & Grunert, K. (2019). How do kosovar and albanian consumers perceive food quality and safety in the dairy sector? Studies in Agricultural Economics, 121(3), 119-126. https://doi.org/10.7896/j.1920

Grunert, K. G. (2019). International segmentation in the food domain: Issues and approaches. Food Research International, 115(January), 311-318. https://doi.org/10.1016/j.foodres.2018.11.050

Reinders, M. J., Banovic, M. & Guerrero, L. (2019). Introduction. In C. Galanakis (Ed.), Innovations in Traditional Foods (pp. 1-26). Woodhead Publishing.

Jacobsen, L., Tudoran, A. A. & Garcia, M. (2019). Marketing of Co-Created Products: The information communicator matters. Paper presented at R&D Management Conference, Paris, France.

Schnettler, B., Grunert, K. G., Lobos, G., Miranda-Zapata, E., Denegri, M., Lapo, M., Hueche, C. & Rojas, J. (2019). Maternal well-being, food involvement and quality of diet: Profiles of single mother-adolescent dyads. Children and Youth Services Review, 96(January), 336-345. https://doi.org/10.1016/j.childyouth.2018.11.020

Jacobsen, L. & Tudoran, A. A. (2019). Motivational Drivers and Moderating Information Communicator Effects in Co-Creation. Paper presented at EMAC 2019, Hamburg, Germany.

Temesi, Á., Bacsó, Á., Grunert, K. G. & Lakner, Z. (2019). Perceived correspondence of health effects as a new determinant influencing purchase intention for functional food. Nutrients, 11(4), Article 740. https://doi.org/10.3390/nu11040740

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Revised 30.03.2026

Merete Elmann