Department of Management

MAPP Centre

 Department of Management MAPP Centre

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.

MAPP publications

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Del Valle, C., Miranda, H., Orellana, L., Grunert, K. G. & Schnettler, B. (2023). Measurement invariance of the comprehensive feeding practices questionnaire in dual-earner parents with adolescent children in Chile. Frontiers in Psychology, 13, Article 1031391. https://doi.org/10.3389/fpsyg.2022.1031391
Randers, L. & Thøgersen, J. (2023). Meat, myself, and I: The role of multiple identities in meat consumption. Appetite, 180, Article 106319. https://doi.org/10.1016/j.appet.2022.106319
Torma, G. & Aschemann-Witzel, J. (2023). Social acceptance of dual land use approaches: Stakeholders' perceptions of the drivers and barriers confronting agrivoltaics diffusion. Journal of Rural Studies, 97, 610-625. https://doi.org/10.1016/j.jrurstud.2023.01.014
Futtrup, R. & Grunert, K. G. (2023). Does organic labelling affect restaurant choice? A study on the Danish Organic Cuisine Label. Scandinavian Journal of Hospitality and Tourism, 23(1), 29-50. https://doi.org/10.1080/15022250.2023.2174180
Bech-Larsen, T., Christensen, T., Denver, S., Jensen, J. D. & Ruders, J. (2023). Markedet for økologiske produkter 2023: drivkræfter og barrierer for vækst. International Center for Forskning i Økologisk Jordbrug og Fødevaresystemer (ICROFS) . https://icrofs.dk/fileadmin/icrofs/Vidensynteser_2023/VIDENSYNTESE_Markedet_for_oekologiske_produkter_2023_til_download_01.pdf
Aschemann-Witzel, J., Bizzo, H. R., Doria Chaves, A. C. S., Faria-Machado, A. F., Gomes Soares, A., de Oliveira Fonseca, M. J., Kidmose, U. & Rosenthal, A. (2023). Sustainable use of tropical fruits? Challenges and opportunities of applying the waste-to-value concept to international value chains. Critical Reviews in Food Science and Nutrition, 63(10), 1339-1351. https://doi.org/10.1080/10408398.2021.1963665
Grunert, K. G., Peschel, A. O., Tsalis, G. & Thomsen, K. (2023). Understanding consumers’ ethical orientation in consumption choices – An application to meat products. Abstract from European Marketing Academy Conference, Odense, Denmark.
Stancu, V., Frank, D. A., Lähteenmäki, L. & Grunert, K. G. (2022). Motivating consumers for health and fitness: The role of app features. Journal of Consumer Behaviour, 21(6), 1506-1521. https://doi.org/10.1002/cb.2108
Peschel, A. O., Jacobsen, L., Steinmann, S. & Frank, D.-A. (2022). VR Retail Lab: An immersive virtual reality (VR) supermarket as a flexible research infrastructure. Paper presented at NordiCHI 2022, Aarhus, Denmark. https://doi.org/10.1145/3547522.3547711
Schnettler, B., Orellana, L., Miranda-Zapata, E., Saracostti, M., Poblete, H., Lobos, G., Adasme-Berríos, C., Lapo, M., Beroíza, K. & Grunert, K. G. (2022). Contributions of Work-to-Family Enrichment to Parental Food Monitoring and Satisfaction with Food-Related Life during the COVID-19 Pandemic in Dual-Earner Parents and Their Adolescent Children. Nutrients, 14(19), Article 4140. https://doi.org/10.3390/nu14194140

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Revised 30.03.2026
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Merete Elmann