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The purpose of this study is to explore the determinants influencing industrial adoption of green hydrogen amidst the global transition towards sustainability. Recognizing green hydrogen as a pivotal clean energy alternative for industrial applications is critical for understanding its potential integration into sustainable practices.

This research examines the impact of factors such as innovativeness, perceived ease of use, user comfort, optimism and governmental policies on the industrial intention towards green hydrogen usage. Using responses from 227 Indian industry professionals and conducting analysis via the SmartPLS software, the study reveals a discernible discomfort among industrial workers pertaining to the daily application of green hydrogen.

The research presents an array of policy recommendations for stakeholders. Emphasized strategies include the introduction of green hydrogen certificates, sustainable public procurement mechanisms, tax incentives, green labelling protocols and the establishment of a dedicated hydrogen skill development council, all of which can significantly influence the trajectory of green hydrogen adoption within the industrial sector.

This research synthesizes various elements, from industry perception and challenges to policy implications, presenting a holistic view of green hydrogen’s potential role in industry decarbonization and SDG realization. In essence, this study deepens not only the empirical understanding but also pioneers fresh theoretical frameworks, setting a precedent for subsequent academic endeavours.

This case will enable students to understand the operations and business model of an international retailer. The case offers enough insights and learning on a retailer who enters a different market and collaborates with the local players to gain market access; and to understand the marketing techniques and strategies of an international retailer to capitalise on market opportunities.

The case is about a third largest US-based multinational Costco Wholesale corporation which is a giant retailer. The company operated at 803 locations with a revenue of $166.7bn, which makes it the third largest global retailer in 2020. The case offers comprehensive insight into Costco Wholesale’s business model, distribution strategy, marketing techniques and internationalisation. The authors further discuss that how Costco put forth its model among different range of customers and provided them with high-quality products at a comparatively lower price. The focus of the case is towards the Asian expansion of Costco. In subsequent parts, the strategies and challenges of Costco with respect to its Asian competitors have also been discussed. After generating experience in Asian markets, Costco has considered China as its next destination. The case also discusses the foreign retailers’ success, failure and retail format.

This case is designed for undergraduate and postgraduate classes of management and business administration.

Teaching notes are available for educators only.

CSS 8: Marketing.

This empirical research intends to examine factors influencing the adoption of renewable energy (RE) using a conceptual model of the consumer decision-making process.

This study uses a primary response-based survey to collect data from 668 respondents interested in adopting RE for their daily usage. The sample respondents were chosen through a multi-stage random stratified technique. The responses were analyzed through structural equation-based modeling techniques to discuss the findings and suggest further implications.

The findings suggest that factors like knowledge, policy incentives, sustainable development goals (SDGs-7, 11 and 13), socio-economic benefits and risk perception significantly impact the adoption of RE. Besides, risk perception mediates between environmental concerns and the adoption of RE. Also, age has a significant role in RE adoption.

The study finds the critical role of government in introducing financial incentives to reduce the initial cost of renewable adoption. Doing so will also promote clean and equitable energy access to society leading to further fulfillment of SDGs. Additionally, steps like knowledge enrichment, designing suitable policies for a manufacturer and public-friendly renewable market development will further facilitate renewable adoption in society.

With an objective to study the public perception and attitude towards renewable adoption, this empirical research is the first of its kind to carry out a real-time survey of the Indian population and suggest policy implications which would benefit all the concerned stakeholders.

This paper aims to review the role of government initiatives for developing clean fuels in India, decarbonize the transport sector and maximize the use of renewable sources of energy. India’s socio-economic prosperity is dependent on modern energy. The authors examine the role of biofuel in India’s emerging fuel mix.

A 20-year timeframe between 2000 and 2021 was set to learn about the subject and find the existing gaps. Of the 40 research papers, the authors found using keywords and delimiting criteria in the database, the authors have shortlisted 21 papers, which provided the theoretical framework for the study. Additionally, the authors used the government database to develop future projections using compound annual growth rate and trend analysis.

The study findings suggest that India should strictly implement the Biofuel Policy to promote indigenous production of biofuel to enhance affordability and accessibility. With blending options available with biofuels and biogas, the country can replace the right proportion of fossil fuel use by 2050. It will not only decrease India’s import dependence but also will create new job opportunities, specifically in tribal and remote locations and promote green energy mix. With emerging options like electric vehicle and hydrogen, the transport sector could be decarbonized to a greater extent.

Indigenous cleaner fuel adoption and transport sector will generate additional employment and cut down fossil fuel import. Financial savings through reduced fossil fuel import will be directed toward social development.

The paper carries out critical analysis for the active use of modern green fuels in the present and coming days. Such unique analysis must help India to balance its energy basket.