Klaus G. Grunert

Klaus G. Grunert is a Professor in the Department of Management at Aarhus University's School of Business and Social Sciences, where he leads research in the MAPP - Research on Value Creation in the Food Sector. With a distinguished career spanning decades, he has established himself as a leading expert in consumer behavior, food marketing, and food quality research.

• Department of Management, Aarhus University
• MAPP - Research on Value Creation in the Food Sector
• D-index of 88 in Business and Management
• Ranked #2 nationally in Denmark for Business and Management

Professor Grunert's research focuses on consumer behavior in food contexts, with particular expertise in food quality perception, consumer acceptance of new foods, and the impact of nutrition information on food choices. His work bridges marketing theory with practical applications in the food industry, examining how consumers make decisions about food products across different cultural contexts. His research has significant implications for food product development, labeling strategies, and sustainable food systems.

Analysis of his recent publications shows a continued focus on consumer responses to food information, with increasing attention to sustainability, ethical consumption, and the psychological mechanisms underlying food choices. His work increasingly incorporates cross-cultural perspectives and examines emerging food technologies like precision fermentation.

• Research.com Business and Management in Denmark Leader Award (2022-2025)
• Fellow of the European Marketing Academy (EMAC)
• Highly cited work including 'Food quality and safety: consumer perception and demand' (1098 citations)

Professor Grunert has supervised numerous PhD students and leads multiple major research projects including Infoodmation (2025-2027), Eurecca, and S4H: Smart Technologies for personalised Nutrition and Consumer Engagement. His research has been supported by significant grants examining consumer behavior across European contexts, with particular focus on nutrition, sustainability, and food innovation. He collaborates extensively with researchers across Europe and has established Aarhus University as a key center for food consumer research.

As leader of the MAPP research center, Professor Grunert oversees a multidisciplinary team examining value creation in the food sector from farm to fork, with particular emphasis on consumer perspectives and market dynamics.