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In a world with over 8 billion people, ensuring sustainable food sources is paramount. This chapter explores the pivotal role of aquaculture in addressing the challenges of marine conservation and sustainable resource use. Aligned with the United Nations’ Sustainable Development Goal 14, aquaculture emerges as a solution to relieve pressure on wild fish stocks and enhance food security. The chapter emphasises the rapid growth of this sector and underscores the importance of international cooperation and policies like the Global Ocean Treaty in ensuring marine biodiversity. While acknowledging the potential of aquaculture, the chapter delves into environmental concerns surrounding fishmeal and fish oil in feed. It advocates for innovative technologies and ingredients to establish a circular bioeconomy. The significance of higher education in advancing sustainable aquafeed technology, breeding, and genetics is highlighted, with a discussion on milestones achieved by experts like Dr John E. Halver and Professor Simon J. Davies. Examining technological advances, the chapter explores molecular genetics, transgenics, and gene editing, particularly CRISPR biosciences, as transformative tools for enhancing aquaculture productivity and sustainability. Environmental impacts are addressed, proposing solutions such as Recirculating Aquaculture Systems (RAS) and Multitrophic Aquaculture Systems (MTA) to minimise ecological footprints. Throughout, there is a strong emphasis on the integral role of research and education in fostering sustainable aquaculture practices. The chapter advocates for specialised courses and programs in higher education to prepare the next generation for the challenges and opportunities in aquaculture, ensuring its contribution to global food security and environmental stewardship.

High levels of child obesity alongside rising stunting and the absence of a coherent food policy have deemed UK’s food system to be broken. The National Food Strategy (NFS) was debated intensely in media, with discussions on how and who should fix the food system.

Using a mixed methods approach, the authors conduct framing analysis on traditional media and sentiment analysis of twitter reactions to the NFS to identify frames used to shape food system policy interventions.

The study finds evidence that the media coverage of the NFS often utilised the tropes of “culture wars” shaping the debate of who is responsible to fix the food system – the government, the public or the industry. NFS recommendations were portrayed as issues of free choice to shift the debate away from government action correcting for market failure. In contrast, the industry was showcased as equipped to intervene on its own accord. Dietary recommendations made by the NFS were depicted as hurting the poor, painting a picture of helplessness and loss of control, while their voices were omitted and not represented in traditional media.

British media’s alignment with free market economic thinking has implications for food systems reform, as it deters the government from acting and relies on the invisible hand of the market to fix the system. Media firms should move beyond tropes of culture wars to discuss interventions that reform the structural causes of the UK’s broken food systems.

As traditional media coverage struggles to capture the diversity of public perception; the authors supplement framing analysis with sentiment analysis of Twitter data. To the best of our knowledge, no such media (and social media) analysis of the NFS has been conducted. The paper is also original as it extends our understanding of how media alignment with free market economic thinking has implications for food systems reform, as it deters the government from acting and relies on the invisible hand of the market to fix the system.

Seafood consumption in Sweden is below the national recommendations and limited to very few species. This study aims to explore the factors shaping seafood choices at the point of purchase among a sample of current consumers in Sweden, and examines their attitudes regarding seafood consumption more broadly.

Convenience sampling was used to recruit consumers planning to purchase seafood at a supermarket in Sweden. Participants’ shopping trip was recorded using wearable eye tracking glasses and, upon completion, semi-structured interviews were conducted using a cued retrospective think aloud method. This exploratory study integrates qualitative data (N = 39) with eye tracking data (N = 34), to explore how seafood choices unfold when consumers purchase at the point of purchase.

Purchases were mostly restricted to familiar seafood species. Four interlinked main themes were identified from thematic analysis of the interview data: Ambivalence, Nice and Necessary, Proficiency with Seafood and External Influences. Sustainability information (e.g. certifications) faced strong competition from other visual elements at the point of purchase, receiving less attention than product imagery and pricing information.

This study is the first to explore the factors shaping seafood choices of current consumers at the point of purchase. The unique approach, combining explicit and implicit measures, enriches understanding of the factors influencing seafood choices and how these may interrelate. The results are valuable for the industry and contribute to the literature by identifying possible routes to improve seafood sustainability communication.

It is estimated that the largest share of future food fish will come from aquaculture production and that sustainable aquaculture is a precondition to realising this potential. Sustainable aquaculture will also play a key role in achieving several of the targets set out in SDG14. It is now established that most of the aquafeed ingredients used today are not sustainable and cannot support the projected growth of the sector, hence the need for sustainable alternatives. Sustainable aquaculture is multidimensional, therefore, this chapter focuses on sustainable feed ingredient sourcing. The authors explored a group of highly promising emerging novel ingredients known as microbial ingredients (MIs), means of producing them and how they can help achieve sustainable aquaculture and SDG14 targets. Specifically, the chapter narrows down on producing MIs from Norwegian spruce tree hydrolysates using a biotechnological approach and how Foods of Norway, a centre for research-based innovation at the Norwegian University of Life Sciences is leading efforts to produce feed-worthy MIs from industrial and agricultural by-products through biotechnology-based valorisation. MIs such as yeast, fungi, and bacterial meal can support the growth of Atlantic salmon without compromising the health of the fish. Thus, MI has a net positive impact on climate and can help achieve some targets in SDG14 by reducing pressure on marine resources used as fish feed ingredients. Suggestions on how to address current bottlenecks in scaling up MIs have also been provided in the chapter.

A limited number of studies have aimed at understanding behavior towards animal welfare. However, there are indications that consumers make an important distinction between land animals and fish. As no studies have attempted to explain the factors that influence consumer behavior towards the welfare of fish, this study aims to explain the behavior using the value–belief–norm (VBN) model. In addition, we extend the model by using empathy as a factor influencing the formation of personal norms. This study argues that by adding empathy to the model, we will improve the ability of the VBN to explain moral behavior.

The study is based on survey data from 416 Norwegian consumers. A structural equation modeling analysis with latent constructs is used to test the hypotheses.

The findings validate the ability of the VBN model to explain consumer intention to buy products containing fish with better welfare. We also showed that empathy and beliefs strongly influence personal norms. The extended VBN model increased the explained variance of personal norm by 11,54%. Consumers with biospheric values are strongly likely to have empathetic feelings towards fish suffering and believe that fish can feel pain. However, consumers with hedonistic values are significantly negatively related to beliefs and empathy.

By understanding the role of empathy, companies can develop marketing strategies that appeal to consumers' values, empathy and beliefs and ultimately encourage them to make purchases that support fish welfare.

Practically, this study explores consumers' beliefs towards fish welfare and identifies consumers who are more likely to purchase products containing fish with better welfare based on their values.

The chapter provides an overview of the book and addresses the rationale for the selection of cases reflecting teaching and research in major areas of SDG14. For example, the impact of increasing global sea temperature, ocean acidification, and pollution on aquatic life and biosciences. Fisheries and aquaculture for seafood and marine ingredients and marine protected areas (MPAs) that favour the assemblage of fish, crustaceans, alga, coral, and mussels to enhance and stimulate biodiversity. New products derived from marine biotechnology are viewed to conserve and sustainably use the seas and oceans whilst promoting wealth creation and employment. Marine parks allow scientists to better study the marine environment and explore sustainable balances between tourism, work, and recreation in harmony with the Life Below Water – SDG14 mandate. Finally, the aspects of governance and roles of stakeholders and societal involvement are advocated in achieving the safe and effective use of marine resources. Throughout, the role of higher education in providing educated scientists and multidisciplinary specialists for future generations to come is highlighted.

Tourism value chain (TVC) analysis has been widely used as an alternative approach for designing sustainable and inclusive programs for tourism development in Africa, Asia, and the Pacific. This chapter looks at the experiences of three sustainable tourism initiatives in the Philippines to assess the strengths and limitations of the value chain as a framework for destination development. Short case studies describe the experiences of stakeholders in two popular destinations in the Philippines: the surfing town of San Juan, La Union, and the resort-island of Panglao, Bohol. The third case study shares the perspective of the Transforming the Tourism Value Chain (TTVC) project, a national campaign for more sustainable hotels, resort as well as meetings, conventions, incentives, and event (MICE) facilities in various destinations around the country. Stakeholders deeply involved in implementing these projects share their insights on the successes, challenges, and limitations of TVC-based approaches to resilient and sustainable destination development. The destinations' experiences suggest that the advocacy for sustainable management and operations may be comparable to a process of technology adoption or acceptance along the TVC. Practical and theoretical recommendations for leveraging the TVC toward more holistic and sustainable visitor economies are given at the end of this chapter.

Sustainable Development Goal 14 of the United Nations aims to ‘conserve and sustainably use the oceans, seas and marine resources for sustainable development’. To achieve this goal, we must rebuild the marine life-support systems that provide society with the many advantages of a healthy ocean. Therefore, countries worldwide have been using Marine Protected Areas (MPAs) to restore, create, or protect habitats and ecosystems. Palau was one of the first countries to use MPAs as a tool to develop biodiversity within its exclusive economic zone. On 22 October 2015, Palau placed approximately 80% of its maritime territory in a network of locally monitored MPAs, which has now shown a population increase in stationary and migratory fish species. This movement towards a MPA was intentional and because of increased pressure from tourism and the increasing incursion of foreign fishing vessels in Palauan territorial waters. Since countries worldwide are using and looking towards MPAs, secondary protection projects are becoming more and more popular. This chapter highlights the practical implementations and results in Palau, how to theoretically apply this within the Greater North Sea in combination with Windmill Farms, and how the Marine Strategy Framework Directive stimulates these practices.