The Influence of Marketing and Awareness Campaigns on Solar Energy Adoption: A Review of Strategies and Effectiveness
Awareness; Campaigns; Consumer Behaviour; Marketing; Policy Makers; Psychology; Renewable Energy
The shift to renewable energy sources is picking up pace globally, with solar energy being one of the most significant sustainable solutions. However, with technological advancements and declining costs, solar adoption has been inconsistent among various consumer segments. This review critically examines marketing strategies, awareness campaigns, financial incentives, and socioeconomic factors as drivers of solar energy adoption. The study classifies findings into four key dimensions, namely: consumer awareness, effectiveness of traditional compared to digital marketing, socioeconomic influences, and psychological and behavioural impacts on decision making. Results show that high consumer awareness leads to highly significant increases in adoption rates, while traditional marketing finds relevance in low-digital penetration, but digital marketing is more effective all along. Policies and incentives for economic support also have an immense impact on adoption rates among the lower classes because high-class education and urbanization affect adoption rates strongly. Behavioural factors including consumer trust in providers, environmental causes, installation ease, and social influence further influence consumer adoption readiness. Recommendations emerging from this study point towards awareness campaigns targeted at specific groups, availability of financial incentives, and customized marketing strategies aimed at actual consumption at a scale. This literature review has informed policymakers and marketers on how to tailor their marketing and promotion approach towards solar energy as a mass adoption solution. 2025, Iquz Galaxy Publisher. All rights reserved.
Gupta, Ankur; Saaswat, Sanjeev; Upreti, Kamal
International Research Journal of Multidisciplinary Scope;Volume;6;Issue;3;pp.1316-1332
https://doi.org/10.47857/irjms.2025.v06i03.05069 https://www.scopus.com/pages/publications/105012888169?origin=resultslist
Gupta A., Institute of Business Management, GLA University, Mathura, India; Saaswat S., Institute of Business Management, GLA University, Mathura, India; Upreti K., Department of Computer Science, Christ University, Delhi NCR, Ghaziabad, India