Green Product Purchase Intention of Young Customers from Developing Country: Extended Theory of Planned Behavior

The purpose of this study is to explore the factors influencing Kazakhstani young consumers' attitudes and intentions towards green products by extending the Theory of Planned Behavior framework.Specifically, it examines the role of multidimensional perceived value (functional, emotional, and social) and environmental knowledge in shaping these attitudes and intentions.A quantitative research approach was used using a structured online survey to collect data from 308 young urban consumers in Kazakhstan aged between 18-35 who were knowledgeable or interested in green products.The survey included items measured on a seven-point Likert scale adapted from established literature.Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze relationships among key variables and test the proposed hypotheses.The results show that environmental knowledge and emotional values are the strongest predictors of young consumers' green purchase intentions, while social value has a negative impact.Their attitudes towards green products are also influenced by environmental knowledge, emotional and functional value.The study highlights the importance of these additional constructs in influencing young consumers' attitudes and purchase intentions towards green products, providing a foundation for future research and practical applications in promoting sustainable consumption patterns in developing markets.