Navigating the Seas of Change: A Grounded Theory Analysis of the First Adopters of Wind Propulsion Technology in the Shipping Industry

Abstract: Study purpose: The maritime shipping industry, particularly the commercial sector, is a significant contributor to carbon emissions and environmental pollution. Various solutions are being proposed to enhance the sector's sustainability, including the adoption of wind propulsion technologies. However, the economic feasibility of these technologies on a large scale remains uncertain. Despite this, early adopters are forging ahead. Thus, this paper aims to investigate the underlying factors influencing shipping companies' decisions to choose wind propulsion technology, whether driven by operational, legislative, technological or other factors. Methodology: In order to identify the driving factors behind the adoption of wind propulsion technology, a grounded theory methodology was employed. The constructivist grounded theory approach was adopted for data collection, while Strauss and Corbin’s paradigm model and conditional/consequences matrix were used to analyse the results. The research methods included document analysis and intensive interviews, while existing literature on wind propulsion shipping provided the foundation for the research problem. Findings: The results of this study highlight several crucial factors that can be categorised based on the paradigm model. It is important to address the interconnectedness between these factors from three levels, including the individual, organisational, and international levels. The proposed theoretical framework suggests that the first adopters of wind propulsion technology are driven by emotions at the individual level, business concerns at the organisational level, and regulations at the international level. However, sustainability drivers are present at all levels. Research implications: This thesis contributes to theoretical, managerial, and social areas. The proposed theoretical framework complements existing theories such as the resource-based view and first-mover advantage, as well as broad concepts such as emotional engagement. Moreover, it provides a foundation for future multidimensional research on driving factors. From a managerial perspective, the thesis creates a conversation on developing business models, providing knowledge on technologies for decarbonisation and creating new market opportunities for the shipping companies. Finally, the findings of this study address industry inequalities and can help to promote better work-life conditions for workers in the maritime shipping industry.