Yadav, Parul; Agarwal, Bhawna; Mathew, Jones - In: Future Business Journal 10 (2024) 1, pp. 1-14
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...