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The article investigates factors associated with the relative success in adopting two specific alternative marine energies (liquefied natural gas [LNG] and electric batteries) in the Norwegian ferry market. This specific market segment is an interesting case study as its national-flagged fleet boasting the largest number of ships using alternative marine energies in comparison with the other countries of the region and the world.

A database tracking the yearly deployment of ships using a different combination of LNG and electric batteries was built from shipping lines’ online information and grey literature. The technological adoption approach was used to categorize different groups of users at each step of the adoption process and identify which factors separate the early adopters from the other groups of end-users. The compiled data allow tracing the changing distribution of Norwegian ferry operators along the conceptualized technology adoption curve.

Results indicated that the Norwegian ferry market matches required conditions to pass the “chasm” of uncertainties associated with transitioning to new technology. Some disparities between the adoption of LNG and the electric batteries in the Norwegian ferry markets are observed.

To the authors’ knowledge, no study has explored the adoption of new energies in the maritime industry based on the technology adoption process through a similar perspective. The analysis is helpful to shed light on the barriers associated with a high level of uncertainties when it comes to adopting new marine energies.