Green branding and eco innovations shape consumer attitudes, trust, and purchase intentions in Kazakhstan

Rajasekhara Mouly Potluri, Assel Kenesovna Jumasseitova, Yerzhan B. Mukashev, Malika Abisheva, Yasmin Kenes

Discover Sustainability, 2026

Full text Open access: Gold Metadata (CSL-JSON)
DOI 10.1007/s43621-026-04035-6
Data confidence 85 high
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Abstract

Abstract This paper analyses the implications of eco-innovation advantages, green brand image, and perceived greenwashing for consumer attitudes, trust, purchase intentions, and pro-environmental behavior in Kazakhstan. A total of 1,200 consumers participated in the data collection, which is larger than the calculated prior minimum sample size (n = 196) to achieve 95% confidence with a 0.07 margin of error, and is sufficient to provide appropriate statistical power to model the structure. Cronbach alpha, McDonald omega, composite reliability, AVE, and HTMT were used in the assurance of measurement reliability and validity, and procedural remedies, anonymity, voluntary participation, and separation of items, and the full collinearity VIF (< 3.3) were used to deal with potential common method bias (CMB). Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS was used to analyze the structural relationships among variables, with bootstrapping (5,000 resamples) to estimate standard errors, t-values, and confidence intervals. The adequacy of the model was tested based on SRMR (0.067), NFI (0.91), R2 (Attitudes = 0.61, Purchase Intention = 0.64), Q2 > 0, and effect sizes (f2 = 0.02–0.35), which showed that there was moderately strong, significant explanatory and predictive power. Findings show that positive effects of eco-innovation on the attitudes, favorable effects of green brand image on the development of trust, and negative effects of perceived greenwashing on both the development of trust and purchase intention were observed. Moreover, the conditions of opportunity and ability mediate the effect of behavioral intention on actual pro-environmental behavior, and demographic factors increase the effect. These results are empirical, strong evidence of the MOA and the signalling theories and frameworks in an emerging-market scenario, and provide practical suggestions for firms and policymakers to follow to facilitate plausible green branding, sustainable consumption, and avenues for and use of eco-friendly products.