Sustainability marketing strategies for the energy sector: Trends, challenges, and future directions

Hafize Nurgül DURMUŞ ŞENYAPAR
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Abstract

This study delves into the complex dynamics of sustainable marketing within the energy sector, aiming to unravel the intersection of sustainability principles and marketing strategies that promote environmental stewardship, economic viability, and social equity. Through exploratory qualitative research, the study uncovers critical trends in sustainable marketing, addressing the challenge of aligning strategies with environmental, economic, and social goals. A strategic shift is observed in integrating renewable energy sources, emphasizing environmental benefits and global alignment with sustainability goals. Transparent communication and ethical practices are pivotal, fostering consumer trust and authentic storytelling and establishing a foundation for a trustworthy energy sector. The emphasis on energy efficiency solutions and digital marketing platforms contribute to an informed and empowered consumer base. Customizable energy solutions, incentive programs, collaborative campaigns, and sustainable branding enhance market appeal, reinforcing economic benefits and positioning companies as leaders in transitioning to a sustainable energy future. The critical findings highlight integrating renewable energy sources, a shift towards transparency and ethical marketing practices, promoting energy efficiency solutions, leveraging digital platforms, offering customizable solutions, and engaging in collaborative campaigns with sustainable branding. Synthesizing these findings, the study provides a holistic perspective on strategies contributing to a resilient and eco-conscious future in the energy sector. Energy companies can leverage these insights to refine marketing strategies, align with global sustainability goals, foster consumer trust, and position themselves as leaders in transitioning to a sustainable energy future.
能源行业的可持续性营销战略:趋势、挑战和未来方向
本研究深入探讨了能源行业可持续营销的复杂动态,旨在揭示可持续原则与营销战略之间的交集,从而促进环境管理、经济可行性和社会公平。通过探索性的定性研究,本研究揭示了可持续营销的关键趋势,解决了将战略与环境、经济和社会目标相结合的难题。研究发现,在整合可再生能源方面出现了战略转变,强调环境效益和全球与可持续发展目标的一致性。透明的沟通和合乎道德的做法至关重要,可促进消费者的信任和真实的故事讲述,并为建立一个值得信赖的能源行业奠定基础。对能效解决方案和数字营销平台的重视有助于建立一个知情和有能力的消费者群体。可定制的能源解决方案、激励计划、合作活动以及可持续的品牌推广增强了市场吸引力,巩固了经济效益,并将企业定位为向可持续能源未来过渡的领导者。重要发现强调了整合可再生能源、向透明度和道德营销实践转变、推广能效解决方案、利用数字平台、提供可定制的解决方案以及参与可持续品牌的合作活动。综合这些研究结果,本研究提供了一个全面的视角,帮助能源行业制定有助于实现弹性和生态意识未来的战略。能源公司可以利用这些洞察力来完善营销策略,与全球可持续发展目标保持一致,促进消费者信任,并将自己定位为向可持续能源未来过渡的领导者。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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