Abstract
Today, the need for renewable energy is omnipresent as all the nations, including developed and develo** 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.
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ISM-Based Questionnaire
ISM-Based Questionnaire
Notes Dear Experts, Please fill this questionnaire based on the above information given. Cells in yellow colors are rows and the green ones are columns. What do you think what lead what. For instance if you think that government support leads to green marketing then denote it by ‘A’ (q will lead p)
Please follow the following notions:
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V: Variable ‘p’ will lead to variable ‘q’.
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A: Variable ‘q’ will lead to variable ‘p’.
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X: Variables ‘p’ and ‘q’ will lead to each other.
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O: Variables ‘p’ and ‘q’ are not related.
The following is the full form of the acronyms used in the given questionnaire.
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GM: green marketing, DM: direct marketing, SM: social marketing, PPM: public policy marketing, CP: customer preference.
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Sharma, V., Banerji, D., Saha, V. (2023). Marketing of Renewable Energy: Emerging Themes and Their Directions Using Interpretive Structural Modeling. In: Mishra, P., Sharma, A., Khanra, S., Kundu, S.K., Mishra, S.K. (eds) Digital Economy Post COVID-19 Era. INDAM 2023. Springer Proceedings in Business and Economics. Springer, Singapore. https://doi.org/10.1007/978-981-99-0197-5_32
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