Social acceptance of a green ammonia hub in a remote coastal community – the case of Ísafjörður in Iceland

The International Maritime Organisation targets net-zero greenhouse gas emissions from international shipping by 2050, considering green ammonia to be a promising fuel for decarbonisation. However, development and deployment of this fuel is contingent not only on aspects such as techno-economic feasibility and supportive policy frameworks, but also on social acceptance (SA). This study examines the community-level SA of a potential green ammonia hub for maritime uses in Ísafjörður, Iceland, a remote coastal settlement with a strong maritime history. Based on sixteen semi-structured interviews with local stakeholders, the study identifies the key drivers and barriers influencing SA. It reveals that perceived benefits such as job creation and environmental protection function as drivers, while barriers stem from perceived concerns regarding safety, cost, and lack of clear governance. Guided by a community-adapted corporate sustainability classification and a PESTLE lens, identified themes are mapped across political, economic, social, technological, legal and environmental dimensions. The findings indicate that political and governance conditions function as an important enabling condition for SA, particularly through the perceived need for clear legislative frameworks and government incentives. Rather than operating independently, these political conditions were closely intertwined with economic and technological considerations, influencing investment risk, infrastructure development, affordability, safety, and equitable benefit distribution. The study concludes that for a just maritime energy transition to succeed, national policymakers must prioritise the implementation of robust incentive mechanisms and strategic roadmaps that satisfactorily address local socio-economic realities and contexts.