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The aim of this paper is to analyse shipping firms’ reactions to environmental challenges and identify how significant reductions in energy consumption and air emissions can come about by implementing a variety of voluntary initiatives. The paper focuses on the various sustainability initiatives implemented by the Swedish short sea shipping operator, Stena Line, either on a purely voluntary basis as part of their corporate social responsibility (CSR) strategy or as their chosen route for compliance with regulations. A conceptual model is developed based on stakeholder theory, the theory of planned behaviour and resource dependence theory to understand the main drivers of the firm’s adoption of sustainability initiatives and the factors affecting the integration of CSR in maritime companies. According to our findings, the company operates within a strongly enforced regulatory environmental framework and needs to exceed this framework to differentiate its service and strengthen its relationships with its customers by addressing their social and environmental concerns. As the firm’s competitive strategy focuses on service differentiation, a large pool of complementary resources is available for CSR and the implementation of sustainability practices. The results of this paper bring new insights to the potential of local private voluntary initiatives for the reduction of maritime air emissions. These include the provision of onshore power supply, the conversion of vessels to use methanol, ferry electrification, the construction of larger RoPax vessels and the implementation of an energy-saving program that focuses on crew involvement and continuous training. The environmental outcomes derived from a combination of local operational and technical energy efficiency measures are found to be significant and can contribute to the efforts for the achievement of sustainable maritime transport undertaken by international and regional organisations. The main barriers for the adoption of voluntary sustainability initiatives in the maritime sector are economic and technological. To encourage the wider adoption of these initiatives, the provision of economic incentives at national or regional level is crucial, as such initiatives usually imply high initial installation costs that should be somehow compensated for both vessels and terminals.

Potential for, and drivers of, private voluntary initiatives for the decarbonisation of short sea shipping: evidence from a Swedish ferry line