Strategic Green Marketing for Smart Grids: Boosting Consumer Adoption of Sustainable Energy Technologies

This study examines the effectiveness of green marketing strategies in promoting smart grids, highlighting sustainable branding, consumer education, and strategic alliances. The aim is to evaluate how different marketing strategies may improve customer knowledge and trust, facilitating the transition to sustainable energy technologies. The qualitative study approach has identified critical findings demonstrating that authenticity, engagement, and transparency in green marketing campaigns substantially improve consumer acceptance of smart grids. Targeted green marketing methods efficiently mitigate technical, financial, and behavioral hurdles to adoption by emphasizing environmental and economic advantages and enhancing consumer engagement and trust. This study advances sustainable marketing by offering tangible strategies for marketers and energy sector professionals, highlighting the importance of strategic partnerships with influencers and sustainability organizations. It also suggests future research directions, including empirical assessments of green marketing's impact on smart grid adoption and exploring emerging technologies to improve these strategies. This research underscores the critical role of green marketing in facilitating a cultural shift towards environmental sustainability. Marketers, policymakers, and energy professionals are urged to utilize these insights to promote the implementation of smart grids and foster a more sustainable future. © 2024 IEEE.