FROM HAZARD TO HABIT: HOW BRANDING SHAPES KAZAKHSTAN CONSUMER BEHAVIOR IN PERILOUS PRODUCTS

Rajasekhara Mouly Potluri, Yerzhan B. Mukashev, A. Nurbay

2026

Full text Open access: Gold Metadata (CSL-JSON)
DOI 10.55452/1998-6688-2026-23-1-420-431
Data confidence 70 medium
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Abstract

This study aimed to analyze the impact of branding on hazardous products such as tobacco, alcohol, and drugs, focusing on consumer preferences, trust, and purchasing behavior. It also examined how these factors varied across different demographics and levels of brand awareness. Additionally, the study explored the ethical implications of branding harmful products and whether national regulations mitigated the adverse effects of such marketing. Experts believed that branding influenced consumer behavior, attracting the attention of researchers, particularly in industries that sold products that negatively impact consumer health. This study focused on the Kazakhstani cigarette and alcohol markets to assess how branding strategies influenced consumer choices within dangerous product categories. By drawing on existing literature on consumer behavior, brand loyalty, and the ethicality of marketing harmful goods, the researcher sought to determine whether branding shaped consumer perception and consumption. A combination of primary and secondary data sources was used, and a survey was conducted to evaluate consumer attitudes toward branding in the Kazakh market. The findings indicated that branding significantly influenced consumer behavior. However, regarding harmful products, certain limitations emerged. With increasing ethical concerns and growing awareness of health risks, branding appeared to be less effective than before. The study was limited by its focus on the Kazakhstani market, which may not fully represent global consumer behavior regarding harmful products. Additionally, the reliance on self-reported survey data introduced the possibility of response bias. This study contributes to the discourse on the ethicality of branding harmful products by providing insights into consumer behavior in an emerging market. It highlights the evolving effectiveness of branding amid rising ethical concerns and regulatory measures, offering valuable implications for policymakers, businesses, and researchers. The study also emphasizes the need for stricter regulations governing the branding of harmful goods.