Norms as instruments of non-violent rivalry? Russian views on the promotion of renewable energy

Constructivists argue that international norms represent shared understandings of appropriate behaviour which become universally accepted after their successful internalisation. However, studies of norm contestation, localisation and death suggest that many norms having originated in the West are perceived elsewhere as instruments used by states to promote their interests abroad. This paper examines whether norms can be a vehicle for non-violent rivalry between states based on a study of the norm on the sustainable energy transition from fossil fuels to renewables. Interviews with representatives of the Russian government, O&G industry and media show that there is a lot of scepticism surrounding this norm because it is geopolitically advantageous to the West and damaging to Russia. The theoretical findings reveal that although grafting a diplomatic initiative onto a mature norm could be effective, this does not mean that norms can easily be created to gain the upper hand in punctual disputes.