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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Østergaard, P. (2001). In-home versus laboratory sensory testing using non-expert consumers: A comparable study using testing of varieties of Danish strawberries as cases. Paper presented at 4th Pangborn Sensory Science Symposion, Dijon, France.

Madsen, C. Ø. (2001). Interpretation of Internet technology. In Hawaii Conference on Business (pp. Cd-rom). University of Hawaii.

Bech-Larsen, T. & Grunert, K. G. (2001). Konsumentscheidungen bei Vertrauenseigenschaften: Eine Untersuchung am Beispiel des Kaufes von ökologischen Lebensmitteln in Deutschland und Dänemark. Marketing : Journal of research and management, 23(3), 188-197.

Blunch, N. J. (2001). Lessons from a comparative (cross-country) study using conjoint analysis: Why not use all the information?. Paper presented at 8th Cross-Cultural Research Conference, Hawaii, United States.

Grunert, K. G. (2001). Lurpak: Ready for another 100 years? Scandinavian Dairy Information, (3), 14-15.

Juhl, H. J. & Poulsen, C. S. (2001). Mærkning som kommunikation. Alimenta, 24(9), 4-5.

Østergaard, P. (2001). Markedsføring af jordbær. Grønne Fag, (4).

Bredahl, L. (2001). Market demands to Danish pork. In Annual report (pp. 6). Aarhus School of Business, MAPP Centre.

Grunert, K. G., Beckmann, S. C. & Sørensen, E. (2001). Means-end chains and laddering: An inventory of problems and an agenda for research. In T.C. Reynolds & J.C. Olson (eds) (Ed.), Understanding Consumer Decision-making: The Means-end Approach to Marketing and Advertising Strategy (pp. 63-90). Lawrence Erlbaum Associates.

Scholderer, J., Brunsø, K. & Grunert, K. G. (2001). Means-end theory of lifestyle: A replication in the UK. Paper presented at ACR Conference, Austin, Texas.

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Revised 30.03.2026

Merete Elmann