Supervisors: Karen Brunsø & Violeta Stancu
Discussants: Klaus G. Grunert & Jessica Aschemann-Witzel

Abstract
This research, "Exploring European Consumer Behavior and Marketing Strategies for Sustainable Low Trophic Aquaculture Products," investigates European consumer behavior and marketing strategies for low trophic aquaculture (LTA) products such as seaweed and mussels. First, the research integrates theories to examine how subjective norms, attitudes, and health consciousness, along with food-related lifestyles and sociodemographics as background factors, influence consumer intentions, identifying key consumer segments for a better understanding of market diversity. Second, the research focuses on the consumer journey by examining the roles of digital engagement, in-store experiences, and certification labels in shaping consumer decisions. Third, consumer preferences focusing on attributes such as species type, certification, and pricing, and examining the willingness to pay for certified LTA products, are explored. The study advances sustainable marketing and consumer behavior theory while providing practical strategies for marketers and policymakers to enhance consumer engagement and promote sustainable aquaculture. Ultimately, this thesis offers a comprehensive framework for understanding and promoting LTA products in Europe, addressing consumer preferences and barriers, and supporting the development of a sustainable aquaculture industry.

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