The Role of Communication and Social Marketing in the Implementation of Renewable Energy Policies and Strategies

Social marketing is a well-established approach that integrates concepts from commercial marketing and the social sciences to influence behavior effectively and economically in a sustainable manner. Conducting an exploratory and descriptive analysis, this article emphasizes the significance of employing social marketing methods to facilitate the widespread acceptance and utilization of renewable energy sources. Highlighting the benefits of social marketing strategies would provide valuable insights to the energy industry on how to design a successful social marketing campaign. As the study reveals, social marketing raises public awareness about the benefits of renewable energy, how to prevent the spread of misinformation, and how to overcome potential challenges. By using the right communication strategies in different channels suitable for the target audience, it can cost-effectively promote behavioral change for the benefit of society. The stakeholders of the green energy market can optimize the effectiveness of policies and strategies developed to ensure widespread adoption and use of renewable energy technologies through social marketing campaigns. This preliminary research would offer valuable insights for the development of social marketing campaigns aimed at promoting the use of green energy within society and can inform future extensive studies that should be conducted in the field.