Sustainability-driven governance through green political marketing in developing countries

Abstract

This perspective advances a theoretical framework that examines the influence of green political marketing and sustainability initiatives on electoral outcomes in developing countries, leveraging Stakeholder Theory to provide novel insights into the strategic integration of environmental narratives and sustainable development agendas in political campaigns. By applying Stakeholder Theory, this study sheds light on the mechanisms through which sustainability-driven governance emerges, revealing how political actors' engagement with stakeholders’ shapes voter perceptions and electoral outcomes. The proposed framework suggests that green political marketing enhances voter engagement and shapes public perception, positioning sustainability as a decisive factor in presidential elections. The paper offers policy implications that highlight the need to embed sustainability within political governance strategies, strengthen environmental regulatory enforcement, and promote inclusive stakeholder participation. Bridging the domains of green political marketing, sustainability, and governance, this study contributes to the growing body of literature on how sustainability considerations are reshaping electoral behavior and democratic processes in developing economies, while also demonstrating the utility of Stakeholder Theory in understanding the complex dynamics among green political marketing, sustainability, and electoral outcomes.