Decarbonizing Maritime Shipping in the EU: A PESTLE and MICMAC Factor Analysis of Green Ammonia (e-NH3) Adoption Using Rogers' Innovation Decision Process

This thesis analyzes the PESTLE factors influencing the adoption of green ammonia (e-NH3) as an alternative fuel for the EU’s maritime fleet, focusing on the persuasion stage of Rogers’ innovation-decision process. A literature review highlighted the dominance of traditional fuels and the maritime sector’s high emissions, emphasizing the need for sustainable alternatives like e-NH3, which offers no CO2 emissions throughout its supply chain and combustion. Content analysis of literature from the Scopus database, supplemented by interviews with 11 experts, identified 26 PESTLE factors impacting e-NH3 adoption. These factors were categorized using LIPSOR’s MICMAC software into independent, moderate, and dependent categories. The study outlines steps for the EU to progress through Rogers' innovation-decision stages, highlighting the importance of regulatory development, social acceptance, and pilot projects. Integrating PESTLE into the innovation-decision process provides holistic insights into EU maritime policy and industry decisions. Despite limitations, this research offers strategic recommendations for the EU to facilitate e-NH3 adoption, aligning with climate goals, economic resilience, and energy security, positioning e-NH3 as a sustainable maritime fuel. Future research could combine PESTLE with models like TAM or TPB to study alternative fuel adoption across various sectors.