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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Niedźwiedzka, B., Mazzocchi, M., Piórecka, B., Kozioł-Kozakowska, A., Aschemann-Witzel, J., Gennaro, L., Verbeke, W. & Traill, W. B. (2012). Zachowania informacyjne Polaków dotyczące zdrowego odżywiania. Wyniki badania EATWELL. Zdrowie Publiczne i Zarządzanie, 10(2), 57-58. https://doi.org/10.4467/20842627OZ.12.008.0895

Piqueras-Fiszman, B., Kraus, A. A. & Spence, C. (2014). “Yummy” versus “Yucky”! Explicit and implicit approach–avoidance motivations towards appealing and disgusting foods. Appetite, 78(July), 193-202. https://doi.org/10.1016/j.appet.2014.03.029

Grønhøj, A., Aschemann-Witzel, J., Ferreira de Moura, A., Lengard Almli, V., Pickard, A., van Nee, R. & van Kleef, E. (2022). WP7 final report: Children’s healthy eating environment: Nudging and social marketing. Edulia.

Schnettler, B., Miranda-Zapata, E., Orellana, L., Grunert, K. G., Poblete, H., Lobos, G., Adasme-Berríos, C. & Lapo, M. (2022). Work-to-family enrichment and atmosphere of family meals influence satisfaction with food-related life: An actor-partner interdependence approach in dual-earner parents with adolescent children. Food Quality and Preference, 97, Article 104471. https://doi.org/10.1016/j.foodqual.2021.104471

Esbjerg, L., Grunert, K. G., Buck, N. & Sonne, A.-M. (2008). Working in Danish retailing: Transitional workers going elsewhere, core employees going nowhere, and career-seekers striving to go somewhere. In N. Westergaard-Nielsen (Ed.), Low-Wage Work in Denmark (pp. 140-185). Russell Sage Foundation.

Lobos, G., Grunert, K. G., Bustamante, M. & Schnettler, B. (2016). With Health and Good Food, Great Life! Gender Differences and Happiness in Chilean Rural Older Adults. Social Indicators Research, 127(2), 865-885. https://doi.org/10.1007/s11205-015-0971-0

Juhl, H. J., Fenger, M. H. J. & Thøgersen, J. (2017). Will the consistent organic food consumer step forward? An empirical analysis. Journal of Consumer Research, 44(3), 519-535. https://doi.org/10.1093/jcr/ucx052

Vassallo, M., Saba, A., Arvola, A., Dean, M., Messina, F., Winkelmann, M., Claupein, E., Lähteenmäki, L. & Shepherd, R. (2009). Willingness to use functional breads: Applying the Health Belief Model across four European countries. Appetite, 52(2), 452-460. https://doi.org/10.1016/j.appet.2008.12.008

Schnettler, B., Miranda, H., Lobos, G., Sepúlveda, J., Orellana, L., Mora, M. & Grunert, K. G. (2015). Willingness to purchase functional foods according to their benefits: consumer profiles in Southern Chile. British Food Journal, 117(5), 1453-1473. https://doi.org/10.1108/BFJ-07-2014-0273

Peyer, M., Balderjahn, I. & Scholderer, J. (2006). Willingness to pay for fair trade products: Results from a discrete choice experiment. Paper presented at 8th IFSAM World Congress, Berlin, Germany.

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Revised 30.03.2026

Merete Elmann