Creating a CSR strategy and preparing a sustainability report has become more and more popular among a wide range of branches including the blue economy. The aim of the paper is to identify joint maritime industry initiatives promoting socially responsible shipping companies and to point out areas of interest for Corporate Social Responsibility raised by shipowners. The research question was asked about the identification of possible ways of understanding and implementing sustainable ideas in shipping companies operating in container market. In order to answer that question the multi-case study of container shipowners was prepared. Significant disparities in the approach to CSR are evident. They depend on the specificity of the company, primarily on the size of tonnage at disposal and market presence strategies. Leading shipping companies in the field of CSR are shipowners with significant market shares. They refer to CSR standards, participate in sustainable shipping initiatives, create coherent strategies that skilfully combine environmental, social and business goals.