Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Gupta, Ankur; Saaswat, Sanjeev; Upreti, Kamal Title A name given to the resource The Influence of Marketing and Awareness Campaigns on Solar Energy Adoption: A Review of Strategies and Effectiveness Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived International Research Journal of Multidisciplinary Scope;Volume;6;Issue;3;pp.1316-1332 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.47857/irjms.2025.v06i03.05069" target="_blank" rel="noreferrer noopener">https://doi.org/10.47857/irjms.2025.v06i03.05069</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105012888169?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105012888169?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant 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 Description An account of the resource 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. Subject The topic of the resource Awareness; Campaigns; Consumer Behaviour; Marketing; Policy Makers; Psychology; Renewable Energy Publisher An entity responsible for making the resource available Iquz Galaxy Publisher Relation A related resource ISSN: 2582631X; Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource All Open Access; Gold Open Access Format The file format, physical medium, or dimensions of the resource online