The global maritime shipping sector faces intensifying pressure to decarbonise under evolving regulatory frameworks, yet many of the technologies proposed as solutions remain in early commercial or demonstration phases with unverified long-term performance. This study examines how the adoption of wind-assisted propulsion systems (WAPS) is framed and justified by shipping companies operating under conditions of technological, regulatory and institutional uncertainty. Rather than evaluating the technical performance of wind propulsion technologies, the study focuses on how adoption decisions are interpreted, narrated and rendered legitimate within contemporary climate governance contexts.

The study draws on a qualitative and interpretive research design combining document analysis of corporate reports, sustainability disclosures, supplier documentation and industry media with semistructured interviews with six participants across shipping companies, technology developers and independent research institutes. Four shipping companies Maersk, Terntank, Wallenius Wilhelmsen and Wisby Tankers are analysed as empirical cases alongside supplier documentation from Bound4blue, Econowind and Oceanbird. The theoretical framework integrates perspectives on innovation and technology adoption, innovation under uncertainty and organisational legitimacy and institutional theory.

The findings show that WAPS adoption is not a straightforward response to technical performance evidence but a socially embedded process through which organisations construct opportunity, manage uncertainty and engage in legitimacy work. Expected benefits are constructed through simplified performance narratives that translate conditional outcomes into credible institutional claims. Uncertainty is managed through pilot projects, staged commitments and selective disclosure. Pioneer organisations construct legitimacy through bold action ahead of regulatory requirements, while smaller operators delegate legitimacy through commercial partnerships. Academic publication is identified as a parallel legitimacy mechanism reaching audiences with different validation standards from those governing sustainability reporting.

The study contributes to research on environmental technology adoption and organisational legitimacy by reframing adoption as an institutionally embedded framing process shaped by legitimacy pressures and strategic narration under deep uncertainty.