Indian voters’ attitude and behavior toward a political brand for producing green products: a mediation model

Parul Yadav (), Bhawna Agarwal and Jones Mathew
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Parul Yadav: Amity University
Bhawna Agarwal: Amity University
Jones Mathew: Great Lakes Institute of Management

Future Business Journal, 2024, vol. 10, issue 1, 1-14

Abstract: Abstract This study explores the attitude–behavior relationship among voters for political party brands that use a sustainable or green marketing approach. A structural equation modeling is used to analyze data collected from 1771 respondents who are registered Indian voters in this case. A positive attitude toward a political brand is compared to intentions to vote for the same brand. According to the findings, political brands create a more environmentally friendly product in the form of green actions because doing so encourages consumers to think favorably of the political brand, which results in them voting for it. As a result, authors are able to identify a positive attitude–behavior relationship for political brands among voters.

Keywords: Political party brands; Environment; Attitude–behavior gap; Green marketing; Green product; Green initiatives (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1186/s43093-024-00327-3

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