The shipping industry faces a significant challenge in transforming its fuel supply to achieve net zero emissions by 2050, as estimated by the United Nations Trade and Development (UNCTAD). The cost of decarbonizing ships is projected to range between $8 billion and $28 billion annually, with additional expenses for infrastructure. To tackle climate change, shipping lines, governments, and port authorities are urged to invest in decarbonization measures, prompting the question of consumer willingness to pay for emission reduction. A recent survey in Canada illustrated that 64% of consumers are willing to pay extra on shipped goods to contribute to decarbonizing merchant shipping, with younger demographics and women showing higher readiness. The survey also revealed that most Canadians consider marine shipping crucial to the economy and support the industry's growth over the past two decades. Notably, 67% of surveyed Canadians prefer using hydrogen domestically for decarbonization purposes, aligning with Canada's hydrogen strategy focusing on production, usage, and export of low-carbon hydrogen and associated technologies. Canada already has over 80 low-carbon hydrogen projects in development, indicating a strong commitment towards sustainable fuel sources.