Parul Yadav article

ISSN : 3049-1754 (PRINT) ISSN : 3048-8966 (ONLINE)

INDO-ASIAN JOURNAL OF SOCIAL SCIENCE AND MANAGEMENT RESEARCH

Dr. Parul Yadav

Affiliations:

Visiting Faculty, Amity college of commerce and finance, Amity University, Noida, India.

Abstract:

This study examines the impact of political parties' green marketing strategies on constructing a green image and a competitive advantage for the political party brand. Primary data was gathered using a survey approach from 246 citizens of India. To estimate empirical findings, PLS-SEM 4 was used. The study is undertaken in the political sector for the first time, and it reveals that by implementing a green marketing strategy, political brands may develop a green brand image and provide them an edge over other political brands. Based on these findings, political party managers may adopt green marketing strategies for their political party brand to meet voters' ecological demands better.

Keywords:

Political marketing; environment; green marketing; green image; competitive advantage

Publishing Chronology:

Received - 12/07/2024

Revised - 26/12/2024

Accepted - 04/01/2025

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INDO-ASIAN JOURNAL OF SOCIAL SCIENCE AND MANAGEMENT RESEARCH

Dr. Parul Yadav

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