Evaluating solar power plants as a sustainable competitive advantage in businesses: Their economic and environmental contributions and their impact on brand perception

xGlobally, factors such as rapid population growth, industrialization, economic expansion, and urbanization have significantly increased the demand for energy. There is a direct correlation between energy consumption and economic and social development, and as countries experience higher levels of prosperity, their energy requirements also grow accordingly (Koç & Şenel, 2013). As a scarce resource, energy not only serves as a critical driver of economic growth but also plays a central role in achieving social development (Koç, 2020; Koç & Apaydın, 2020). However, this escalating demand for energy also brings forth serious environmental concerns such as global warming and climate change. In this context, businesses have begun to restructure their sustainability strategies and increasingly shift toward renewable energy sources. Among these, solar energy has emerged as a prominent alternative due to its economic, environmental, and strategic advantages. Solar power plants (SPPs) not only help businesses reduce their energy costs, but also contribute significantly to the achievement of sustainability goals, the fulfillment of environmental responsibilities, and the enhancement of brand perception. This study aims to analyze the economic, environmental, and corporate benefits provided by solar power plants for businesses, and to assess the impact of these benefits on brand perception and sustainable competitive advantage through a holistic approach. The findings reveal that companies investing in SPPs tend to differentiate positively in terms of both financial performance and corporate image. Moreover, brands that demonstrate environmental responsibility are found to hold stronger positions in terms of consumer trust and loyalty. Keywords: Solar Energy, Renewable Energy, Sustainable Competitive Advantage, Brand Perception, Energy Consumption, Corporate Image, Sustainability