Marketing of green energy

After the 1970s, the issue of green energy started to come to the fore more after the oil crisis (Hartmann and Ibanez, 2012). Thus, consumers were made more conscious about energy consumption, and those who had the opportunity were directed to many types of green energy such as renewable energy sources, solar, thermal, and wind energy (Shi, Wei, and Shahbaz, 2023). Currently, some consumers accept to pay a premium price for green energy. Increasing the number of these consumers will produce important outputs such as protecting nature, preventing the climate crisis, and protecting energy resources in the future (Jabeen, Ahmad, and Zhang, 2021). In this direction, many governments around the world encourage producers of renewable energy and take effective steps. Although it is notsufficient at the moment, it is predicted that much higher amounts of green energy will be produced in the future with the steps taken in this regard (Leijten et al. 2014). Therefore, it will be sufficient not only to increase the amount of green energy production but also to increase the number of consumers directed to green energy. In particular, higher production costs appear to be an important factor that delays consumers' adoption of green energy (Sundt and Rehdanz, 2015; Usova and Velkin, 2018). Apart from price, it is seen that many socioeconomic and psychological variables are effective in consumers'adoption of green energy (Herbes and Ramme, 2014; Xiong, Li, Wang, and Wang, 2020). Among them, there are many elements such as household income, household size, age, attitude, green norms, ecological conservation behavior, and knowledge of renewable energies. Thus, adetailed study is required in order to understand consumers in depth and act in this direction, and raise the awareness of consumers about green energy. Therefore, the aim of this book chapter is to reveal the variables that lead to and prevent consumers from using green energy.