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China is the leading ammonia producer and relies on a coal-based technology which makes the already energy intensive Haber-Bosch process, one of the most emission intensive in the world. This work is the first to propose an agent-based modelling framework to model the Chinese ammonia industry as it characterises the specific goals and barriers towards fuel switching and carbon capture and storage adoption for small, medium, and large enterprises either private or state-owned. The results show that facilitated access to capital makes investments in sustainable technologies more attractive for all firms, especially for small and medium enterprises. Without policy instruments such as carbon price, the decrease in emissions in the long-term is due to investments in natural gas-based technologies, as they typically have lower capital and operating costs, and also lower electricity consumption than coal-based …