An Analysis of Factors Influencing Sustainable Consumption Behaviors Among Generation Z in Kazakhstan

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.