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Brand Advocacy and Marketing Strategies in Green Economy for Sustainable Future: Harnessing Hydrogen Power
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Author(s): Gayathri Band (Ramdeobaba University, Nagpur, India), Soma Sharma (Symbiosis Institute of Business Management, Nagpur, India), Mubina Mustafa Saifee (Jhulelal Institute of Technology, Nagpur, India), Rajani Kumar (Orange City Institute of Management, Nagpur, India), Saurabh Chandra (Bennett University, Greater Noida, India), Laeeq Razzak Janjua (WSB university, Poland)and Bhupinder Singh (Sharda University, India)
Copyright: 2025
Pages: 16
Source title:
Leveraging AI for Innovative Sustainable Energy: Solar, Wind and Green Hydrogen
Source Author(s)/Editor(s): Hind Hammouch (University Sidi Mohamed Ben Abdellah, Morocco)and Laeeq Razzak Janjua (WSB University, Poland)
DOI: 10.4018/979-8-3373-0045-0.ch006
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Abstract
Brand advocates and marketers are critical components in the journey to a sustainable future through educating consumer adoption of green energy solutions, such as hydrogen power. With the tide of the global economy turning toward sustainability the challenge for businesses is not just to adopt clean energy technologies but also to develop awareness, trust, and loyalty with consumers, investors, and policymakers. To spark collaborative support through timely advocacy and marketing of hydrogen power as a clean energy source that can enable industry revolution, hydrogen power must be branded accordingly. Hydrogen technology is still relatively new, and companies investing in it must place a premium on informing stakeholders about the benefits of hydrogen, addressing misconceptions, and positioning hydrogen as a viable alternative to fossil fuels. It covers topics such as corporate social responsibility and the shifting balance between policy advocacy, digital media, and partnerships in creating successful brand advocacy strategies related to the green economy.
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