Green Political Market Orientation and Environmentally Conscious Voters: The Moderating Role of Political Cynicism

Abstract

This manuscript delved into the moderating function of political cynicism concerning the association that exists between the orientation toward green political markets and voters who exhibit environmental consciousness. The research employed a survey mechanism characterized by a self-administered questionnaire, culminating in a total accumulation of 400 completed survey responses, which were subsequently analyzed utilizing Smart PLS-SEM (version 4). The findings clarified a notable positive correlation between green corporate social responsibility and voters who display environmentally conscious tendencies. Additionally, there emerges a significant positive influence from green digital marketing on the aforementioned environmentally conscious voter group. Conversely, the relationship between green political strategies and environmentally conscious voters was found to be negative and inconsequential. Furthermore, the moderation role of political cynicism was identified as having a negative significant impact on the interaction between green digital marketing and environmentally conscious voters. On another note, political cynicism exhibited a positive significant moderating effect on the relationship involving green corporate social responsibility and environmentally conscious voters. Moreover, a negative significant moderating influence was also noted for political cynicism in the context of green political strategies and environmentally conscious voters. This research contributes to the existing literature by illuminating the necessity of incorporating political cynicism to enhance the association between the green political market orientation and environmentally aware voters, thereby underscoring implications for theoretical frameworks, political entities, and the success of electoral campaigns.