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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Barone, A. M., Banovic, M., Asioli, D., Wallace, E., Ruiz-Capillas, C. & Grasso, S. (2021). The usual suspect: How to co-create healthier meat products. Food Research International, 143, Article 110304. https://doi.org/10.1016/j.foodres.2021.110304

Tsalis, G., Jensen, B. B., Wakeman, S. W. & Aschemann-Witzel, J. (2021). Promoting Food for the Trash Bin? A Review of the Literature on Retail Price Promotions and Household-Level Food Waste. Sustainability, 13(7), Article 4018. https://doi.org/10.3390/su13074018

Kušar, A., Žmitek, K., Lähteenmäki, L., Raats, M. M. & Pravst, I. (2021). Comparison of requirements for using health claims on foods in the European Union, the USA, Canada, and Australia/New Zealand. Comprehensive Reviews in Food Science and Food Safety, 20(2), 1307-1332. https://doi.org/10.1111/1541-4337.12716

Jacobsen, L., Stancu, V., Wang, Q. J., Aschemann-Witzel, J. & Lähteenmäki, L. (2021). Connecting Food Consumers to Organisations, Peers, and Technical Devices: The potential of interactive communication technology to support consumers' value creation. Trends in Food Science & Technology, 109, 622-631. https://doi.org/10.1016/j.tifs.2021.01.063

Bisoffi, S., Ahrné, L., Aschemann-Witzel, J., Báldi, A., Cuhls, K., DeClerck, F., Duncan, J., Hansen, H. O., Hudson, R. L., Kohl, J., Ruiz, B., Siebielec, G., Treyer, S. & Brunori, G. (2021). COVID-19 and Sustainable Food Systems: What Should We Learn Before the Next Emergency. Frontiers in Sustainable Food Systems, 5, Article 650987. https://doi.org/10.3389/fsufs.2021.650987

Giménez, A., Aschemann-Witzel, J. & Ares, G. (2021). Exploring barriers to consuming suboptimal foods: A consumer perspective. Food Research International, 141, Article 110106. https://doi.org/10.1016/j.foodres.2021.110106

Gidlöf, K., Ares, G., Aschemann-Witzel, J. & Otterbring, T. (2021). Give us today our daily bread: The effect of hunger on consumers’ visual attention towards bread and the role of time orientation. Food Quality and Preference, 88, Article 104079. https://doi.org/10.1016/j.foodqual.2020.104079

Aschemann-Witzel, J., de Hooge, I. E. & Lengard Almli, V. (2021). My style, my food, my waste! Consumer food waste-related lifestyle segments. Journal of Retailing and Consumer Services, 59, Article 102353. https://doi.org/10.1016/j.jretconser.2020.102353

Backer, C. D., Teunissen, L., Cuykx, I., Decorte, P., Pabian, S., Gerritsen, S., Matthys, C., Sabbah, H. A., Royen, K. V. & Corona Cooking Survey Study Group (2021). An Evaluation of the COVID-19 Pandemic and Perceived Social Distancing Policies in Relation to Planning, Selecting, and Preparing Healthy Meals: An Observational Study in 38 Countries Worldwide. Frontiers in Nutrition, 7, Article 621726. https://doi.org/10.3389/fnut.2020.621726

Rohenkohl Do Canto, N., Grunert, K. G. & de Barcellos, M. D. (2021). Circular Food Behaviors: A Literature Review. Sustainability, 13(4), Article 1872. https://doi.org/10.3390/su13041872

Displaying results 161 to 170 out of 1633

Revised 30.03.2026

Merete Elmann