POWERING A SUSTAINABLE FUTURE: RENEWABLE ENERGY AS THE ENGINE OF THE GREEN ECONOMY

This study explores the role of renewable energy within the context of the green economy. The main aim is to discuss the advantages renewable energy offers and clearly identify the challenges affecting its adoption. To achieve this, the paper reviews existing literature on renewable energy and applies a SWOT analysis to better understand internal strengths and weaknesses as well as external opportunities and threats. While renewable energy presents clear environmental benefits and potential for economic growth, significant issues like high initial costs, infrastructural limitations, and inconsistent energy supply remain major obstacles. The study first defines the green economy concept, then provides a detailed SWOT analysis specifically focused on renewable energy, and finally discusses how digital marketing and artificial intelligence could help overcome identified barriers. Findings highlight the importance of government support, technological improvements, and digital strategies for successful renewable energy adoption. The insights presented here may help policymakers, businesses, and researchers effectively navigate the transition to a more sustainable economy.