ABSTRACT
Tackling the problem of renewable energy adoption in key developing island states involves a market orientation to determine the system and institutions in which the emerging problem is embedded. This chapter will first examine what macro-social marketing is, and outline the process and market orientation of the approach. Next, following the steps of the macro-social marketing process, the focal system in the problem of increasing uptake of renewable energies in developing island nations will be described, including the context and stakeholders. After social mechanisms, roles, critical action fields, and narratives are determined for the key stakeholders, macro-social marketing is employed to determine key points of potential intervention for social marketers and scholars.
