Wind turbine

Countries have made significant investments in the last decade to reach the international market of renewable energy. Studies potentially have indicated a beneficial renewable energy market. Accordingly, firms must alter their business model to enter the global market. This research aims to discover strategic factors in international marketing management for new renewable energy products. The community of this research includes experienced managers and experts in the field of renewable wind energy. The analysis is applied in terms of purpose and is of the qualitative-quantitative method. In this study, structural equation modeling and Smart PLS software have been utilized for data analysis. The results indicate that 11 strategic factors could influence the international marketing management for new wind renewable energy products, and their effect is at a significant level. Finally, the research model was analyzed using fuzzy inference system (FIS) and Matlab software.

Purpose - The development of wind energy in rural areas of Iran is a promising solution to achieve the Sustainable Development Goals (SDGs). The purpose of this study is to investigate the factors influencing farmers’ willingness and intention to participate in the development and advancement of wind energy. By reviewing the literature and employing an intuitively developed method, the hypothesized influential statements were identified. Design/methodology/approach- The research sample consisted of 189 participants selected through random sampling. The internal validity of questionnaire indicators was assessed by checking Cronbach's alpha coefficient and loading scores through Principal Component Analysis (PCA). The Cronbach's alpha coefficient fell within an acceptable range. Finding- The results of the study revealed that externality directly and significantly affects perceived sensitivity ( β = 0.40, p = 0.001). In addition, negative externalities have a significant positive effect on perceived severity, with a path coefficient of 0.41 ( β = 0.41, p = 0.001). The attitude towards the electricity distribution company also has a direct and significant effect on the willingness to participate in the development of wind energy ( β = 0.35, p < 0.001). The functional rationale (β = 0.17, p < 0.05) and the urgency rationale ( β = 0.34, p = 0.001) positively and significantly influence the willingness to engage in wind energy development projects. Willingness to participate in development plans has a positive and significant effect on behavioral intention ( β = 0.66, p = 0.001). The squared multiple correlations for sensitivity, perceived severity, desire to participate in wind energy development projects, and behavioral intention to participate are 0.16, 0.17, 0.33, and 0.22, respectively (R 2 Sensit = 0.16, R 2 Sever = 0.17, R 2 Desire = 0.33, R 2 Intent = 0.22). The results of this survey, in general, indicate that it has an impact on farmers' willingness to promote and develop wind energy. Using the transtheoretical model, it was revealed that the majority of farmers are in the stages of "increasing awareness" and "dramatic relief," while experts are in the stages of "self-reevaluation" and "self-liberation."