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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Schnettler, B., Pihán, R., Valdevenito, A., Miranda, H., Lobos, G. & Grunert, K. G. (2015). Acceptance of a vegetable with designation of origin in two cities in southern Chile (Aceptación de una hortaliza con denominación de origen en dos ciudades del sur de Chile). Revista de la Facultad de Ciencias Agrarias, 47(1), 173-191.

Aschemann-Witzel, J., Hooge, I. D., Amani, P., Bech-Larsen, T. & Gustavsson , J. (2015). A literature review and expert interview study on food waste consumer research. Poster session presented at Pangborn 2015: "11th Pangborn Sensory Science Symposium", Gothenburg, Sweden.

Verneau, F., la barbera, F., Amato, M., Del Guidice, T. & Grunert, K. G. (2015). Bad News for the talking chricket shortly to become Pinocchio's next meal. Paper presented at 143 EAAE/AAEA Joint seminar , Napoli, Italy.

Brown, K. A., Wit, L. D., Timotijevic, L., Sonne, A.-M., Lähteenmäki, L., Garcia, N. B., Jeruszka-Bielak, M., Sicinska, E., Moore, A. N., Lawrence, M. & Raats, M. M. (2015). Communication of scientific uncertainty: International case studies on the development of folate and vitamin D Dietary Reference Values. Public Health Nutrition, 18(8), 1378-1388. https://doi.org/10.1017/S1368980014002006

Loebnitz, N. & Bröring, S. (2015). Consumer Acceptance of New Food Technologies for different Product Categories: The Relative Importance of Experience versus Credence attributes. Journal of International Consumer Marketing, 27(4), 307-317. https://doi.org/10.1080/08961530.2015.1022923

Thøgersen, J., de Barcellos, M. D., Perin , M. G. & Zhou, Y. (2015). Consumer buying motives and attitudes towards organic food in two emerging markets: China and Brazil. International Marketing Review, 32(3/4), 389 - 413. http://dx.doi.org/10.1108/IMR-06-2013-0123

Lähteenmäki, L. (2015). Consumer interpretation of nutrition and other information on food and beverage labels. In P. Berryman (Ed.), Advances in Food and Beverage Labelling : Information and Regulations (pp. 133-148). Woodhead Publishing.

Aschemann-Witzel, J. (2015). Consumer perception and trends about health and sustainability: trade-offs and synergies of two pivotal issues. Current Opinion in Food Science, 3, 6-10. https://doi.org/10.1016/j.cofs.2014.08.002

Grunert, K. G. & Aachmann, K. (2015). Consumer reactions to the use of EU quality labels on food products: A review of the literature. Food Control, 59, 178-187. https://doi.org/10.1016/j.foodcont.2015.05.021

Aschemann-Witzel, J., Hooge, I. D., Amani, P., Bech-Larsen, T. & Oostindjer, M. (2015). Consumer-Related Food Waste: Causes and Potential for Action. Sustainability, 7(6), 6457-6477. https://doi.org/10.3390/su7066457

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Revised 30.03.2026

Merete Elmann