Marketing for a Sustainable Blue Economy
1. Introduction The Sustainable Blue Economy is an approach to ocean-based industries that balances economic growth with long-term ocean health. It spans sectors such as fisheries, aquaculture, marine tourism, renewable energy, biotechnology, and circular marine industries. Marketing plays a critical role in shaping public perception, influencing consumer behavior, attracting investors, and demonstrating accountability. Effective marketing ensures that sustainability is not just a claim—but a measurable, transparent advantage. 2. Why Marketing Matters in the Blue Economy Building Trust Through Transparency Consumers and investors increasingly expect ocean-related businesses to prove their sustainability credentials. Marketing provides the narrative and the evidence—life-cycle data, certifications, and reporting—to build credibility. Driving Behavior Change Marketing can shift behaviors toward responsible seafood consumption, eco-friendly tourism choices, an...