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Ujwal Arkalgud, who studies consumer decision-making at Lux Research, says that a specialty cruise provider like Hurtigruten might be able to attract customers genuinely interested in sustainability, but that the mass market customers will likely only ever be interested in having a kind of green alibi. “People are not buying to save the planet,” says Arkalgud. “Because you know, one simple way to save the planet would be to not go on the cruise.”
Absent a real push from customers, activists and environmental experts say that only regulation on the level of the IMO, or across enough big ports or markets like the U.S. or the E.U., can make the industry invest in decarbonization in a serious way.