Health claims and consumer behaviour

Klaus G. Grunert is Professor of Marketing at the Aarhus School of Business, University of Aarhus, and is the founder and director of MAPP – Center for Research on Customer Relations in the Food Sector.

He has done extensive research in the areas of consumer quality perception and food choice, public acceptance of biotechnology and especially genetic modification, on how insight into consumer behaviour feeds into product development processes in food producing companies, and on competence development in the food industry.

As director of MAPP, he has carried out more than 50 collaboration projects with the food industry, including several pan-European studies. He is the author of 12 books, 82 academic papers in international refereed journals and numerous other publications.

Klaus G. Grunert is a past president of the European Marketing Academy, holds a part-time position as Professor of Fisheries Marketing at the University of Tromsø in Norway and is professor of the European Institute for Advanced Studies in Management.