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

Author

Listed:
  • Parul Yadav

    (Amity University)

  • Bhawna Agarwal

    (Amity University)

  • Jones Mathew

    (Great Lakes Institute of Management)

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.

Suggested Citation

  • Parul Yadav & Bhawna Agarwal & Jones Mathew, 2024. "Indian voters’ attitude and behavior toward a political brand for producing green products: a mediation model," Future Business Journal, Springer, vol. 10(1), pages 1-14, December.
    • Handle: RePEc:spr:futbus:v:10:y:2024:i:1:d:10.1186_s43093-024-00327-3
    DOI: 10.1186/s43093-024-00327-3
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