We design a hybrid multi-criteria decision-making analysis (MCDA)-based framework to evaluate competing alternative jet fuels (AJFs). Our analysis on AJFs is based on a wide range of criteria with different forms of data and relations and reflect stakeholders’ view and opinions. This contrast with conventional cost-benefit analysis which typically focuses on the economic benefits at the expense of environmental, technological and social aspects. Our work adds value to understand developing technologies to date, technical barriers to commercialization, other development drivers such as the availability and willingness of financial institutions to finance, businesses to invest in AJFs productions and its supply chains in the UK, policy support and regulation, and likely commercialization and scale-up potentials. By focusing on motives, attitudes and stakeholders rather than merely the technical and economic aspects of AJFs, our paper makes an important contribution to the field.