Marketing of Renewable Energy: Emerging Themes and Their Directions Using Interpretive Structural Modeling

Abstract

Today, the need for renewable energy is omnipresent as all the nations, including developed and developing economies, are struggling with environmental problems like ‘greenhouse gas emissions’, ‘climate change’, ‘increase in carbon footprints’, and ‘global warming’. Businesses are also getting affected to reshape their models for implementing effective marketing strategies to increase and satisfy the demand for renewable energies. This business shift has catered to the attention of business scholars across the globe. Despite the surge in interest of business scholars, the extent field appears to be fragmented and the factors leading to adoption of renewable energies at different levels are in their complex state. Therefore, our article sheds light on emerging themes using keyword analysis and integrates a model using Interpretive Structural Modeling (ISM) to structure the directions of the enablers of renewable energies. Our study guides academicians and policy makers regarding the milestones upon which the field has embarked.