Abstract In this study, it is aimed to identify innovative strategies for different renewable energy alternatives. In this context, the criteria that affect the effectiveness of renewable energy investments are first analyzed with the IT2 fuzzy DEMATEL. Then, 16 different strategies based on the Kano model are created. Also, appropriate innovative strategies have been determined for 5 different renewable energy types with IT2 fuzzy TOPSIS. Additionally, these alternatives are also ranked by using IT2 fuzzy VIKOR to make a comparative evaluation. Moreover, Monte Carlo simulation technique has been implemented to check and understand the objectiveness of the evaluation results. It is concluded that all results are quite coherent. The findings indicate that for the technical requirement dimension, the most important criteria are the availability of equipment and technological infrastructure. Regarding the customer satisfaction, it is identified that the possibility of sustainable consumption and competitive price play a key role. It is also determined that wind and solar energy alternatives are quite appropriate for all kinds of market conditions to create innovative strategies. For the biomass energy investments, new products should be developed by making radical innovations. In addition, it is seen that the hydroelectric energy alternative is not very suitable for its current form due to the low efficiency. Therefore, a detailed financial analysis should be carried out to solve this problem. Finally, as for geothermal energy investments, technical requirements should be satisfied to make more effective investments.