Enabling Green Hydrogen Integration in the Automotive Sector: Business Strategies for Net‐Zero Goals

ABSTRACT Green hydrogen (GH) plays a crucial role in achieving net‐zero targets. It is a clean source of energy generated through greener or renewable production methods. The worsening impacts of climate change, environmental pollution, and the pressing need for decarbonization have prompted the automotive industry to adopt GH. The presented study explored the enablers of GH in the automotive sector, which is a grey area of research and contributes significantly to sustainable mobility. A research framework was developed based on the technology, organization, and environment (TOE) and institutional theories. Based on an in‐depth literature review and experts' opinions, 17 enablers were finalized that facilitate the sustained use of GH in the automotive industry. After that, we employed an integrated approach of ISM‐fuzzy‐DEMATEL to develop a hierarchical structure and identify contextual and causal relationships among the noticeable enablers. The research outcomes reveal that skilled workforce, government policies, and incentives are the dominant drivers of GH technology adoption. Developing standard policies and working protocols will help gain stakeholders' confidence to transition to GH adoption. The government must open technical training centers to upgrade employee skills and prepare them for upcoming hydrogen mobility plans. The results are beneficial for the automobile industry in addressing environmental issues and achieving a competitive advantage.