Awareness increases acceptance and willingness to pay for low-carbon fuels amongst marine passengers.

One of the main applications discussed in decarbonising the marine sector is via alternative fuels, such as methanol and ammonia, produced from renewable hydrogen. These alternative, low-carbon fuels often come with increased prices and operational expenses for the vessel operators, which are ultimately reflected in the passengers' costs. Therefore, it is important to assess passengers' familiarity with expressions linked to decarbonisation and their willingness to pay this 'green premium' for alternative fuels.