I really like your meaningful idea of making "seabird's nest" as alternative to "Shark-fin" in Shark fin soups. Tough it is not known in advance whether the "seabird's nest" substitution will be truly accepted by the Shark fin soups enjoyers, and whether a viable seaweed farming model and ecosystem can be created to sustain them.

BENEFICIAL VALUE PROPOSITION
You and your supervisor should make a value proposition which increases the benefits and reduce the sacrifices that customers perceive as relevant, build on the competences and resources that the Seaweed Farming Sector is able to utilize more effectively than its competitors (Shark-fin Hunters), and be recognizably different (unique) from competition to create competitive advantage. How about working with the Department of Fisheries to make promotional documentary on Seaweed Farming on RTM Channel 2?

STRATEGY
Another strategy could be to implement new technologies that contribute to meeting the societal challenges, without necessarily changing people’s behavior. For example, Unilever has been working to increase the concentration of washing detergents with the aim of reducing the energy used in production and transportation. However, they realized that users tend to increase the amount of detergent used above what is needed for good washing results. Hence they decided to design a powder tablet specifically to counteract this ‘rebound’ effect. The tablet form prevents the use of excessive amounts of powder, and enables users to wash more sustainably.

CHANGING BEHAVIORS
People are not likely to change their behavior if it requires a sacrifice. Some users might be willing to make a sacrifice to some extent if their motivational values are of the universalism kind. However, many more people are likely to change their behavior if a pleasurable experience is offered, and the innovation addresses their motivational values.

EXAMPLE
As an example, if people need to change their eating habits to live healthier lifestyles, they might be willing to sacrifice by preparing fresh food themselves if they are given recipes that match their personal taste. However, if the recipes provided take more time to prepare and cook, and this extra time does not fit their lifestyles and other activities, not many people will stick to cooking the healthier recipes. After a while they will return to microwaving the same prepared food that they used to eat before.

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Added on January 4, 2013, 12:26 am(1) Can Malaysia produce the kind of seaweed better than Japanese Nori?

(2) Can we have Family-Friendly Farming of Seaweed for small consumption?

(3) Can you think of something that expand the seabird's nest to other widely-accepted applications?

(4) If your method is patentable, have you filed any patent application for the efficient Seaweed Farming process?