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EMAC 2024 Annual


Emerging Decarbonization, Energy Justice and Marketing
(A2024-119414)

Published: May 28, 2024

AUTHORS

Ralitza Nikolaeva, University of St Andrews

ABSTRACT

Marketing is central to the material and socio-cultural flows in societies making it a potentially powerful conduit of energy justice. The study proposes a framework for engaging the discipline with the burning questions of the energy transition process. Focusing on the three basic tenets of justice – distributive, procedural, and recognition – and using the service dominant logic emergence framework (Vargo et al., 2023), the paper outlines avenues for research addressing the emergence of decarbonizing energy solutions and their justice implications along the institutionalization path. First order emergence concerns the rise of new decarbonizing technologies and distributive justice would take center stage. At second order, early stages of institutionalizations of energy solutions appear where both distributive and procedural justice are important. Third order emergence introduces solid institutions where all three tenets of justice interact as technologies stabilize across systems.