The Role of Marketing Interventions in Fostering the Diffusion of Green Energy Technologies

Abstract

The energy landscape of the twenty-first century is dominated by ramifications necessitating critically low carbon emissions and efficient utilization of renewable energy sources. Therefore, in order to support the transition to the green energy era a myriad of policies is drafted and implemented with the most notable being the “20-20-20” European directive. Therefore, effective marketing strategies could assist in the transition from fossil fuel based to clean energy production technologies. Thus far, the existing body of marketing literature tackling the adoption of green energy systems is rather limited. In addition, innovation diffusion models in the energy sector are case-depended and can only provide myopic managerial insights. To that end, well-designed intervention policies in the marketing domain could stimulate the environmental awareness of consumers and further foster the diffusion of renewable sources in the energy sector. Hence, in this study we propose a system dynamics (SD) methodological approach to assess marketing interventions that could promote the diffusion of clean energy production. Such modeling could provide important managerial insights with regard to the merit of effective marketing operations towards a robust and sustainable future in the energy landscape.