In this project we want to focus on sustainable consumer decision-making. As a context we are interested in cruise industry. On cruises, most of the sustainability burden comes from the fuel used by the ship. There are many options nowadays for different bio-based fuels, hydrogen or even ammonia, which are much less polluting than diesel. Still, cruise companies are not purchasing the new engines or the sustainable fuels for their existing engines. The main concern is that consumers are not willing to pay extra for the sustainable options. At the same time the companies are not even trying to communicate or offer these sustainable options. What would be the sustainable ticket type for Helsinki-Stockholm route cruise in the future? How should we visualize the information for the customer when they are buying the tickets? What kind of promises we should make and what kind of data could be useful for the customer? This project is for you, if you are interested in business models, sustainability, consumer behaviour, new technologies or online commerce!