Factors Influencing Green Purchase Behavior: Evidence from Kazakhstan

As awareness about environmental issues increases around the globe, consumers are gradually engaging in environmentally friendly behavior and supporting businesses that engage in green strategies. However, environmental awareness among Kazakhstan’s consumers and their buying behavior towards green products are not fully understood due to the scarcity of research conducted in this area. This study intends to change this situation and examines the green behavior of young consumers in Kazakhstan using the Motivation-Ability-Opportunity (MAO) model developed by Olander and Togersen. According to this model, a positive attitude of consumers leads to the desired behavior only when they have the ability and opportunity to execute the expected behavior. The goal of this paper is to find the main reasons why environmentally friendly intentions of people do not translate into green behavior and to examine the influence of moderating variables on the relationship between people’s intention to buy green products and their purchase behavior of green products. In addition, the role of education level and gender in the relationship between green purchase intention and behavior are also examined.