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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Costa, A. I. A. & Cone, J. W. (2009). Consumer demand for ethically-improved animal production systems. In A. Lindgreen, M. K. Hingley & J. Vanhamme (Eds.), The crisis of food brands: Sustaining safe, innovative and competitive food supply (pp. 235-254). Gower Publishing.

Verbeke, W., Scholderer, J. & Lähteenmäki, L. (2009). Consumer interest in different combinations of carrier product, functional ingredient and nutrition and health claims. Poster session presented at 8th Pangborn Sensory Science Symposium, Florence, Italy. http://events.linkedin.com/8th-Pangborn-Sensory-Science-Symposium/pub/74602

Verbeke, W., Van Wezemael, L., de Barcellos, M. D., Kügler, J. O. & Grunert, K. G. (2009). Consumer perception of beef safety. In G. Duffy & G. J. Nychas (Eds.), Proceedings of the International Conference on "Advancing Beef Safety through Research and Innovation" (pp. 15-16). Teagasc, Ashtown Food Research Centre. http://www.teagasc.ie/publications/2009/prosafebeefProceedings09.pdf

Nielsen, H. B., Sonne, A.-M., Grunert, K. G., Banati, D., Pollák-Tóth, A., Lakner, Z., Olsen, N. V., Zontar, T. P. & Peterman, M. (2009). Consumer perception of the use of high-pressure processing and pulsed electric field technologies in food production. Appetite, 52(1), 115-126. https://doi.org/10.1016/j.appet.2008.09.010

Sonne, A.-M., Grunert, K. G., Olsen, N. V., Granli, B.-S., Banati, D., Pollák-Tóth, A. & Szabó, E. (2009). Consumer perception of the use of high-pressure processing and pulsed electric field technologies in food production. Paper presented at 3rd International European Forum on System Dynamics and Innovation in Food Networks, Igls, Austria.

Perrea, T., Brunsø, K., Hansen, K. B., Altintzoglou, T., Einarsdóttir, G. & Luten, J. (2009). Consumer's cognitive processes in relation to consuming fish: A diary approach from the Nordic countries. Poster session presented at 3^rd Join Trans-Atlantic Fisheries Technology Conference, Copenhagen, Denmark. http://bioltfws1.york.ac.uk/phime/conferences-and-courses/3rd-joint-trans-atlantic-fisheries-technology

Radder, L. & Grunert, K. G. (2009). Consumers' perceptions of African wildlife meat: A laddering study. Journal of Food Products Marketing, 15, 164-174. https://doi.org/10.1080/10454440802317022

Scholderer, J. (2009). Cross-cultural applications of structural equation modelling: Measurement invariance. Paper presented at 8th Pangborn Sensory Science Symposium, Florence, Italy. http://www.frontiersin.org/conferences/individual_conference_listing.php?confid=128&ind=1

Pantouvakis, A. & Krystallis, A. (2009). Customer satisfaction's metrics in service organizations: An integrated approach. Paper presented at 16^th International Conference on Recent Advances in Retailing and Services Science, Niagara Falls, Canada. http://www.regionalscience.org/index.php/News/Upcoming-Events/Call-for-Papers-Retailing-and-Consumer-Services-Conference-EIRASS.html

Pantouvakis, A. & Krystallis, A. (2009). Customer satisfaction's metrics in service organizations: An integrated approach. Abstract from 16^th International Conference on Recent Advances in Retailing and Services Science, Niagara Falls, Canada.

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Revised 30.03.2026

Merete Elmann