Advancing the supply systems in the blue bioeconomy value chains
Part of a cross-disciplinary team of social scientists studying new resource constellations that transform environmentally detrimental species (e.g. invasive species) into sustainable new products, my cooperation interest lies in working further with blue bioeconomy projects due to the fascinating complexity they pose from a consumption and market angle.
In our team, my research area lies in changing consumption practices in global societies and the socio-cultural barriers to consumer’s awareness and acceptance of such changes. The blue bioeconomy context is replete with consumption myths, which shape how consumers view marine resources and their consumption potential. At the same time, new types of (marine) products pose challenges related to perceptions of taste and disgust, which are culturally shaped and thereby difficult to change without extensive cultural knowledge. It is therefore crucial to study how consumers, companies, retailers and other market stakeholders such as NGOs approach market challenges relative to sustainability, in particular when it comes to new marine resources. Previous Horizon 2020 work investigating the market and consumption potential of jellyfish as fertilizer, food, and waste filtering product (Gojelly.eu) serves as the basis of my expertise for this cooperation opportunity.
As a team of researchers at the University of Southern Denmark (SDU) across different disciplines, from resource economics and management to sustainability, marketing, trade and business we aspire to bring together industry and other academic experts to build a “BlueBIO Social Science Institute”. Our vision is to develop inter- and cross-disciplinary collaborations to help resolve marine sustainability challenges through innovative solutions and a good understanding of global value chains in order to generate sustainable industrial ecosystems. Joining expertise and competences from across the social sciences, we systematically foster the development of new resource constellations that transform environmentally detrimental species (e.g. invasive species) into sustainable new products. We offer insights about the nature of opportunity creation, market creation, business development, strategic management etc. emerging from climate changes and subsequent changes to the marine ecosystem.
The Faculty of Business and Social Sciences of which we are part consists of 6 departments, covering research areas of business management, economy, political science, public governance, law and marketing. Our faculty provides top level research that contributes to solving societal and global challenges.