Abstract
This article aims to examine the impact of corporate social responsibility, trust, and sustainable business strategies on the diffusion of innovative solutions in renewable energy sources. In this context, the material from the edition of the reports of the Polish Agency for Enterprise Development on innovation in the renewable energy industry was analyzed. A survey was also conducted among enterprises from the SME sector on the creation of a business model taking into account the diffusion of innovation in the field of renewable energy sources. The SME sector consists of entities that usually do not have an extensive organizational structure or research and development teams. Nevertheless, in the current economic situation, it is required that they are highly competitive, including through implemented innovations. Conscious participation of SME entities in the process of diffusion of innovation may be a solution that brings innovative solutions closer. The author stated that social responsibility had a moderate impact on the diffusion of innovation in the field of renewable energy in the SME sector, as it contributed the most to building trust in uncertain energy sources. On the other hand, the study conducted by the author showed that greater experience in the field of social responsibility (the company has a CSR department, there is a person responsible for CSR in the company, the company has a CSR policy, the company has a Code of Ethics, social reports are prepared in the company) had a positive relationship with building trust and commitment to innovative activities related to renewable energy sources. Conscious participation of SME entities in the process of diffusion of innovation may be a solution that approximates innovative solutions.
Highlights
Renewable energy is today one of the basic elements of sustainable development
This study examines the relationship between a practical approach to corporate social responsibility, planning a sustainable development strategy, the value of trust, and an approach to innovation in renewable energy sources
The results of the study are in line with previous literature researching the impact of social responsibility on innovation and confidence in innovation, especially in new areas such as renewable energy sources
Summary
Renewable energy is today one of the basic elements of sustainable development. One of the biggest problems of the modern economy is the depletion of traditional energy sources. CSR tools and strategies create new knowledge that must gain the trust of stakeholders This new approach, in turn, influences the creation of specific business strategies towards sustainable development [6]. The article is an attempt to illustrate the approach to the diffusion of innovation in the field of renewable energy sources in the SME sector in Poland. The article attempts to define the relationship between corporate social responsibility and sustainable business strategy, as well as building trust in the company, and diffusion of innovation in the field of renewable energy. The second part contains a very brief theoretical background, CSR tools, and sustainable development as a business model, emphasizing the importance of trust, especially in the field of diffusion of innovation, i.e., in this case, renewable energy sources. The article ends with a discussion, final remarks, and research limitations
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