Green Product Purchase Intention of Young Customers from Developing Country: Extended Theory of Planned Behavior
Nassanbekova S. Yeshenkulova G. Nurguzhina A. Ibadildin N.
September 2024International Information and Engineering Technology Association
International Journal of Sustainable Development and Planning
2024#19Issue 93633 - 3642 pp.
The purpose of this study is to explore the factors influencing Kazakhstani young consumers attitudes and intentions towards green products by extending the Theory of Planned Behavior framework. Specifically, it examines the role of multidimensional perceived value (functional, emotional, and social) and environmental knowledge in shaping these attitudes and intentions. A quantitative research approach was used using a structured online survey to collect data from 308 young urban consumers in Kazakhstan aged between 18-35 who were knowledgeable or interested in green products. The survey included items measured on a seven-point Likert scale adapted from established literature. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze relationships among key variables and test the proposed hypotheses. The results show that environmental knowledge and emotional values are the strongest predictors of young consumers green purchase intentions, while social value has a negative impact. Their attitudes towards green products are also influenced by environmental knowledge, emotional and functional value. The study highlights the importance of these additional constructs in influencing young consumers attitudes and purchase intentions towards green products, providing a foundation for future research and practical applications in promoting sustainable consumption patterns in developing markets.
developing countries , environmental knowledge , green perceived value , green products , purchase intention , theory of planned behavior , young customers
Text of the article Перейти на текст статьи
School of Creative Industry, Astana IT University, Astana, Z05T3C8, Kazakhstan
School of Creative Industry
10 лет помогаем публиковать статьи Международный издатель
Книга Публикация научной статьи Волощук 2026 Book Publication of a scientific article 2026