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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Preetzmann, T. & Svejvig, P. (2015). Customer Value Innovation, Information Technology and Structural Insularities: An intoxicating or propelling cocktail in the food ingredient industry?. Paper presented at 23rd Nordic Academy of Manangement Conference NFF 2015, København, Denmark.

Aschemann-Witzel, J. & Grunert, K. G. (2015). Resveratrol and health from a consumer perspective: perception, attitude, and adoption of a new functional ingredient. Annals of the New York Academy of Sciences, 1348(1), 171-179. https://doi.org/10.1111/nyas.12867

Miklavec, K., Pravst, I., Grunert, K. G., Klopčič, M. & Pohar, J. (2015). The influence of health claims and nutritional composition on consumers' yoghurt preferences. Food Quality and Preference, 43, 26-33. https://doi.org/10.1016/j.foodqual.2015.02.006

Contini, C., Casini, L., Stancu, V., Romano, C., Juhl, H. J., Lähteenmäki, L., Scozzafava, G. & Grunert, K. G. (2015). Some like it healthy: Can socio-demographic characteristics serve as predictors for a healthy food choice? Food Quality and Preference, 46, 103-112. Article 46. https://doi.org/10.1016/j.foodqual.2015.07.009

Spence, M., Lähteenmäki, L., Stancu, V., Livingstone, M. B. E., Gibney, E. R. & Dean, M. (2015). Quantifying consumer portion control practices: A cross-sectional study. Appetite, 92, 240-246. https://doi.org/10.1016/j.appet.2015.05.035

Mørk, T., Tsalis, G. & Bech-Larsen, T. (2015). Determinants of Citizen Acceptance of Environmental Policy Regulating Consumption in Public Settings: Organic Food in Public Institutions.

Hung, Y., Hoefkens, C., Hieke, S., Grunert, K. G. & Verbeke, W. (2015). Determinants of european consumers' motivation and ability to process health claims and symbols. Paper presented at 143 EAAE/AAEA Joint seminar , Napoli, Italy.

Aschemann-Witzel, J. (2015). Dänen sind Weltmeister beim Bioeinkauf. Oekologie und Landbau, 38-39.

Grunert, K. G. (2015). 20 years of EUFIC: Consumer information paradox: the evolution of consumer motivations and behaviours. EUFIC european food information council. http://www.eufic.org/article/en/artid/20_years_of_eufic_consumer_information_paradox_the_evolution_of_consumer_motivations_and_behaviours/

Schnettler, B., Velásquez, C., Miranda, H., Lobos, G., Orellana, L., Sepúlveda, J., Miranda, E., Adasme Berríos, C. & Grunert, K. (2015). Acceptance of a food of animal origin obtained through genetic modification and cloning in South America: A comparative study among university students and working adults. Food Science and Technology (Campinas), 35(3), 570-577. https://doi.org/10.1590/1678-457X.6699

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Revised 30.03.2026

Merete Elmann