Demand for greener shipping appears to be losing momentum as customers remain reluctant to pay higher prices for low-carbon fuels. As reported by ShippingWatch, citing a study by Boston Consulting Group (BCG), the report found that the share of container shipping customers willing to pay a premium for greener ocean freight declined to 3.5% in 2025, down from 4.5% in 2024.

Although this decline less steep than in the wider shipping market, it still points to growing resistance to the higher costs associated with alternative fuels, the BCG study noted. The same analysis shows that the willingness to purchase alternative fuels has reverted to 2022 levels, erasing gains made over the past two years.

Regulatory uncertainty is also complicating the transition. The lack of a global agreement at the International Maritime Organization (IMO) meeting last October, combined with geopolitical uncertainty, continues to weigh on confidence around the green transition. The IMO has since set November 2026 as the target date to finalize and adopt a global climate framework for shipping.

At the same time, long‑term investment continues on the supply side. According to the World Shipping Council’s Dual Fuel Fleet Dashboard, 78% of container vessels currently on order are dual‑fuel capable.

Source: ShippingWatch, Boston Consulting Group, World Shipping Council