AN ANALYSIS OF FACTORS INFLUENCING SUSTAINABLE CONSUMPTION BEHAVIORS AMONG GENERATION Z IN KAZAKHSTAN

Assemay Sarsenbayeva; Ainur Slamgazhy; Almira Mukazhanova

AN ANALYSIS OF FACTORS INFLUENCING SUSTAINABLE CONSUMPTION BEHAVIORS AMONG GENERATION Z IN KAZAKHSTAN

Abstract

This study explores the attitudes and behaviors of Generation Z in Kazakhstan toward sustainable consumption and considers implications for marketers seeking to engage this environmentally conscious demographic. Drawing on a survey of 329 university students, the research examines factors influencing Gen Z’s sustainable behaviors, including environmental concern, social influence, and perceptions of sustainable product pricing. The results reveal a significant positive correlation between environmental concern and engagement in sustainable practices, indicating that Gen Z shows a preference for eco-friendly products and brands committed to sustainability. Given the higher prices of eco-friendly options, pricing remains an important consideration in Gen Z’s sustainable purchasing decisions. Findings emphasize the importance of transparent communication and authentic sustainability practices in building trust and loyalty with this demographic. Marketers should align their strategies with Gen Z’s values by adopting pricing approaches that support eco-friendly choices and leveraging social media to foster communities of conscious consumers.

Keywords

Ethical Statement

Conducted at Abai Kazakh National Pedagogical University, the study examined sustainable consumption behaviors among Generation Z in Kazakhstan, ensuring informed consent, confidentiality, anonymity, and compliance with ethical research standards (Protocol No. 23, October 3, 2025).

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Details

Primary Language

English

Subjects

Economic Theory (Other)

Journal Section

Research Article

Authors

Assemay Sarsenbayeva ^* This is me
0009-0001-3680-8461
Kazakhstan

Ainur Slamgazhy This is me
0000-0002-3024-4677
Kazakhstan

Almira Mukazhanova This is me
0009-0001-5160-2867
Kazakhstan

Publication Date

November 1, 2026

Submission Date

January 17, 2026

Acceptance Date

September 29, 2026

Published in Issue

Year 2026 Volume: 8 Number: 4

IZ

https://izlik.org/JA64KT78ZM

Cite

RIS / Bibtex

APA

Sarsenbayeva, A., Slamgazhy, A., & Mukazhanova, A. (2026). AN ANALYSIS OF FACTORS INFLUENCING SUSTAINABLE CONSUMPTION BEHAVIORS AMONG GENERATION Z IN KAZAKHSTAN. Eurasian Research Journal, 8(4), 434-455. https://izlik.org/JA64KT78ZM

AMA

1.Sarsenbayeva A, Slamgazhy A, Mukazhanova A. AN ANALYSIS OF FACTORS INFLUENCING SUSTAINABLE CONSUMPTION BEHAVIORS AMONG GENERATION Z IN KAZAKHSTAN. ERJ. 2026;8(4):434-455. https://izlik.org/JA64KT78ZM

Chicago

Sarsenbayeva, Assemay, Ainur Slamgazhy, and Almira Mukazhanova. 2026. “AN ANALYSIS OF FACTORS INFLUENCING SUSTAINABLE CONSUMPTION BEHAVIORS AMONG GENERATION Z IN KAZAKHSTAN”. Eurasian Research Journal 8 (4): 434-55. https://izlik.org/JA64KT78ZM.

EndNote

Sarsenbayeva A, Slamgazhy A, Mukazhanova A (November 1, 2026) AN ANALYSIS OF FACTORS INFLUENCING SUSTAINABLE CONSUMPTION BEHAVIORS AMONG GENERATION Z IN KAZAKHSTAN. Eurasian Research Journal 8 4 434–455.

IEEE

[1]A. Sarsenbayeva, A. Slamgazhy, and A. Mukazhanova, “AN ANALYSIS OF FACTORS INFLUENCING SUSTAINABLE CONSUMPTION BEHAVIORS AMONG GENERATION Z IN KAZAKHSTAN”, ERJ, vol. 8, no. 4, pp. 434–455, Nov. 2026, [Online]. Available: https://izlik.org/JA64KT78ZM

ISNAD

Sarsenbayeva, Assemay - Slamgazhy, Ainur - Mukazhanova, Almira. “AN ANALYSIS OF FACTORS INFLUENCING SUSTAINABLE CONSUMPTION BEHAVIORS AMONG GENERATION Z IN KAZAKHSTAN”. Eurasian Research Journal 8/4 (November 1, 2026): 434-455. https://izlik.org/JA64KT78ZM.

JAMA

1.Sarsenbayeva A, Slamgazhy A, Mukazhanova A. AN ANALYSIS OF FACTORS INFLUENCING SUSTAINABLE CONSUMPTION BEHAVIORS AMONG GENERATION Z IN KAZAKHSTAN. ERJ. 2026;8:434–455.

MLA

Sarsenbayeva, Assemay, et al. “AN ANALYSIS OF FACTORS INFLUENCING SUSTAINABLE CONSUMPTION BEHAVIORS AMONG GENERATION Z IN KAZAKHSTAN”. Eurasian Research Journal, vol. 8, no. 4, Nov. 2026, pp. 434-55, https://izlik.org/JA64KT78ZM.

Vancouver

1.Assemay Sarsenbayeva, Ainur Slamgazhy, Almira Mukazhanova. AN ANALYSIS OF FACTORS INFLUENCING SUSTAINABLE CONSUMPTION BEHAVIORS AMONG GENERATION Z IN KAZAKHSTAN. ERJ [Internet]. 2026 Nov. 1;8(4):434-55. Available from: https://izlik.org/JA64KT78ZM