Seaweed with several benefits A qualitative study about companies’ interest in an environmental project of seaweed cultivations and important factors to consider when formulating a sustainable value proposition of the concept.

Climate change calls for urgent responsibility, not at least from companies, and limiting activities is vital to not suppress Earth's systems. Carbon offsetting is a short-term solution used by companies to lower its environmental impact, but new innovations are needed. Multiple researchers have stated several environmental benefits with seaweed, e.g. having the ability to bind nutrients such as nitrogen and phosphorus as well as carbon dioxide. The seaweed industry is on momentum in Europe, but is yet to be fully explored. A new concept for using the full potential of seaweed cultivations is needed and this research therefore investigates the market possibilities of a seaweed environmental project. The purpose of this research is to increase knowledge in how the seaweed cultivation industry can potentially expand its business by offering an environmental project for companies to invest in. A qualitative study has been conducted through semi-structured interviews with seven companies. It explores three industries; food, logistics and transport as well as the restaurant industry. The empirical results show that companies have different drivers and desires when it comes to investing in an external environmental project, but slight similarities can be seen within industries. For companies to invest in a seaweed environmental project, more information is needed, since trustworthiness, transparency and legitimacy is important for long term survival for the companies