Project Overview
For Alaska’s mariculture industry to expand, measurable growth in consumer demand is essential. Although consumers and buyers often state that they value factors such as nutritional benefits, Alaska origin, environmental sustainability, and other product attributes, it is not clear which of these variables actually influence purchasing behavior in practice. This project will build on the work done by the Food for Climate League (FCL). Our project will establish a rigorous, data-centered research framework to quantitatively test these variables at a larger scale that FCL work, aiming to collect and share purchase behavior and engagement for over 1.5 million people over three months through controlled digital communication experiments. Using systematic A/B testing, multivariate analysis, and performance metrics across diverse audience groups, the project will determine which specific messages and visual elements generate higher engagement, conversion rates, and sustained interest among end consumers. Results will be compiled into a set of evidence-based findings and distributed to mariculture businesses, industry partners, and relevant stakeholders to support informed decision-making and help drive the growth of demand for Alaska-grown kelp.