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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Peschel, A. O., Bliemer, M. C. J. & Thøgersen, J. (2026). True pricing – guiding consumers within a new pricing paradigm. Marketing Letters, 37(1), Article 1. https://doi.org/10.1007/s11002-025-09799-x
Hafner, E., Hristov, H., Grunert, K. G. & Pravst, I. (2026). From perception to preference: Insights on front-of-package nutrition labelling effectiveness from a choice experiment under time-pressure. Food Quality and Preference, 136, Article 105765. https://doi.org/10.1016/j.foodqual.2025.105765
Pedersen, S. (2026). I reklamernes usynlige fodspor: Sådan snører reklamer din hjerne. Pictures, Video and sound recordings (digital), Brainstorm, Videnskab.dk.
Peschel, A. O., Jacobsen, L., Salnikova, E., Banovic, M. & Grunert, K. G. (2025). The Power of Diversity in Online Communities. Marketing Letters, 36(4), 949-962. https://doi.org/10.1007/s11002-025-09792-4
Chrysochou, P. & Tiganis, A. (2025). Active, Intelligent or Sustainable? A Comparative Study of Consumer Preferences for Food Packaging Technologies. Packaging Technology and Science, 38(11), 873-882. https://doi.org/10.1002/pts.70005
Banovic, M., Javidpour, J., Lübeck, M., Aschemann-Witzel, J., Limborg, M. T., Bruhn, A. & Bahrndorff, S. (2025). The why and how of a circular blue-green bioeconomy integration. Trends in Food Science and Technology, 165, Article 105351. https://doi.org/10.1016/j.tifs.2025.105351
Banovic, M., Asioli, D. & Sogari, G. (2025). Cross-cultural consumer valuation of precision fermentation milk: Effects of information, individual traits, and labelling preferences. Food Quality and Preference, 131, Article 105570. https://doi.org/10.1016/j.foodqual.2025.105570
Victoria, M., Pullens, J. W. M., Torma, G., Lindhardt, M. K. K., Niazi, K. A. K., Jahangirlou, M. R., El Khoury, Y. V., Aschemann-Witzel, J., Ottosen, C. O. & Jørgensen, U. (2025). Vertical agrivoltaics in a temperate climate: Exploring technical, agricultural, meteorological, and social dimensions. Energy Nexus, 19, Article 100526. https://doi.org/10.1016/j.nexus.2025.100526
Ahmad, M., Pedersen, S., Aschemann-Witzel, J. & Jacobsen, L. (2025). Exploring the Role of Digital Influencers and Environmental Psychology in Shaping Consumer Sentiment towards Plant-Based Ingredients. Abstract from International Conference on Environmental Psychology 2025, Vilnius, Lithuania.
Stickel, L., Poggesi, S., Grunert, K. G., Lähteenmäki, L. & Hort, J. (2025). Do you remember? Consumer reactions to health-related information on snacks in repeated exposure. Food Quality and Preference, 126, Article 105431. https://doi.org/10.1016/j.foodqual.2025.105431

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Revised 30.03.2026
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Merete Elmann