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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Bialkova, S., Grunert, K. G. & van Trijp, H. (2020). From desktop to supermarket shelf: Eye-tracking exploration on consumer attention and choice. Food Quality and Preference, 81, Article 103839. https://doi.org/10.1016/j.foodqual.2019.103839

Ares, G., Machín, L., Vidal, L., Aschemann-Witzel, J., Otterbring, T., Curutchet, M. R., Giménez, A. & Bove, I. (2020). How Can We Motivate People to Use Nutritional Warnings in Decision Making? Citizen Co-Created Insights for the Development of Communication Campaigns. Health Education & Behavior, 47(2), 321–331. Article 1090198119889086. https://doi.org/10.1177/1090198119889086

Orquin, J. L., Bagger, M., Lahm, E. S., Grunert, K. G. & Scholderer, J. (2020). The visual ecology of product packaging and its effects on consumer attention. Journal of Business Research, 111, 187-195. https://doi.org/10.1016/j.jbusres.2019.01.043

Rojas-Rivas, E., Antúnez, L., Cuffia, F., Otterbring, T., Aschemann-Witzel, J., Giménez, A. & Ares, G. (2020). Time orientation and risk perception moderate the influence of sodium warnings on food choice: Implications for the design of communication campaigns. Appetite, 147, Article 104562. https://doi.org/10.1016/j.appet.2019.104562

Karipidis, P., Chrysochou, P. & Karypidou, I. (2020). The Importance of Relationship Characteristics in the Export Performance of Food Firms. British Food Journal, 122(4), 1305-1320. https://doi.org/10.1108/BFJ-05-2019-0376

Mørk, T. (2020). Are front-of-pack labels worth their salt? Consumer acceptance of salt reduced food products. [PhD dissertation, Aarhus University]. Aarhus Universitet.

Aschemann-Witzel, J., Otterbring, T., de Hooge, I. E., Normann, A., Rohm, H., Lengard Almli, V. & Oostindjer, M. (2020). Consumer associations about other buyers of suboptimal food – And what it means for food waste avoidance actions. Food Quality and Preference, 80, Article 103808. https://doi.org/10.1016/j.foodqual.2019.103808

Esbjerg, L., Laursen, K. B. & Schulze, M. (2020). Gatekeeper for dyrevelfærd: om detailkædernes centrale rolle for udviklingen af dyrevelfærden i dansk svineproduktion. In T. Christensen & P. Sandøe (Eds.), Styrkelse af grisenes velfærd gennem markedsdrevne initiativer (pp. 61-72). Københavns Universitet, Institut for fødevare- og ressourceøkonomi. https://dyreetik.ku.dk/dokumenter/forskningsprojekter/KU_IFRO_Styrkelse_af_grisenes_velf_rd_2020.pdf

Christensen, T., Olsen, J. V., Lund, T. B., Denver, S., Esbjerg, L., Nordström, J. & Sandøe, P. (2020). Hvor stort et marked vil der være for dansk velfærdssvinekød? In T. Christensen & P. Sandøe (Eds.), Styrkelse af grisenes velfærd gennem markedsdrevne initiativer (pp. 87-95). Københavns Universitet, Institut for fødevare- og ressourceøkonomi. https://dyreetik.ku.dk/dokumenter/forskningsprojekter/KU_IFRO_Styrkelse_af_grisenes_velf_rd_2020.pdf

Gantriis, R. F. & Grunert, K. G. (2020). Analyse af barrierer og potentialer for at udbrede Det Økologiske Spisemærke hos de private professionelle spisesteder: delundersøgelse 4, 5 og 6. DCA - Nationalt Center for Fødevarer og Jordbrug. DCA rapport No. 165 https://dcapub.au.dk/djfpublikation/djfpdf/DCArapport165.pdf

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Revised 30.03.2026

Merete Elmann