Abstract
The study aims to identify cognitive and behavioural factors influencing the transformation processes of educational institutions in the context of modern environmental and social responsibility requirements. A comprehensive analysis was conducted across fifteen universities in Kazakhstan using a mixed methodology, including semi-structured interviews with top-level executives and a large-scale survey of administrative staff. The findings reveal a dominance of cognitive resistance among 87% of executives, manifested in a lack of understanding regarding the practical application of new managerial approaches. Emotional resistance to change was identified in 73% of respondents, while behavioural constraints were characteristic of 68% of participants. Factor analysis of quantitative survey data (n = 320) confirmed a four-factor resistance structure, accounting for 72.4% of the total variance. Correlation analysis revealed significant negative relationships between cognitive barriers and material incentives (r = −0.71, p < 0.01). Regression analysis demonstrated that organisational incentives explain 47% of the variation in resistance levels (R 2 = 0.47, F = 28.4, p < 0.001).