caerCentral Asian Economic ReviewCentral Asian Economic Review2789-43982789-4401Университет Нархоз10.52821/2789-4401-2026-2-35-47caer-1767Research ArticleНАЦИОНАЛЬНАЯ ЭКОНОМИКА: ВЕКТОРЫ РАЗВИТИЯNATIONAL ECONOMY: DEVELOPMENT VECTORSСтрана происхождения и этические нормы в устойчивом потребительском поведении на продовольственном рынке КазахстанаCountry of origin and ethical standards in sustainable consumer behavior in the food market of Kazakhstanhttps://orcid.org/0009-0005-4921-8072ТоқсейітӘ. Д.TokseiitA. D.

Алматы

Tokseiit Assel Diaskyzy - PhD Student in Marketing, Master of Science in Business with Marketing,

Almaty

assel.toxeiit@narxoz.kzhttps://orcid.org/0000-0003-3472-2266БаймагамбетоваЛ. К.BaimagambetovaL. K.

Алматы

Baimagambetova Lyazzat Kairbekovna – Candidate of Economic Sciences, Associate Professor, Marketing Program,

Almaty

lyazzat.baimagambetova@narxoz.kzУниверситет НархозКазахстанNarxoz UniversityKazakhstan202624062026023547Copyright © Тоқсейіт Ә.Д., Баймагамбетова Л.К., 20262026Тоқсейіт Ә.Д., Баймагамбетова Л.К.Tokseiit A.D., Baimagambetova L.K.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://caer.narxoz.kz/jour/article/view/1767

Целью данного исследования является выявление в современной научной литературе оценки влияния факторов страны происхождения товара (Country of origin - COO) и этических норм на устойчивое поведение потребителей и репутацию бренда на продовольственном рынке Казахстана. Цель данного систематического обзора источников обусловлена поиском доминирующих влияющих факторов и определения оценки достаточности существующих методологий исследования с учетом заявленного географического контекста.

Методология

Методология. В исследовании использовались протокол систематического анализа, а также выборка источников и литературы из баз данных, Google Scholar и ScienceDirect. Материалы были систематически проанализированы и классифицированы в соответствии с методологией исследования (количественные, качественные и смешанные методы) и их актуальностью для казахстанского рынка продуктов питания.

Оригинальность/ценность исследования. Обзор является первым научным обобщением литературы о стране происхождения (COO) и этических нормах, особенно в отношении рынка продуктов питания в Казахстане. В нем четко определяется и обосновывается критический географический разрыв в исследованиях, подчеркивающий несоответствие между глобальными исследовательскими системами и необходимостью получения информации о потребителях на рынках Центральной Азии.

Результаты исследования

Результаты исследования. Анализ показывает, что страна происхождения является доминирующим фактором, формирующим восприятие потребления и репутацию бренда в продовольственном секторе, в то время как этические требования играют второстепенную, усиливающую роль. Важным выводом является отсутствие исследований указанных факторов поведения потребителей по Казахстану, демонстрирующих, что современные методологические подходы недостаточны для восполнения этого пробела в знаниях в географическом контексте, несмотря на тот факт, что смешанные методы являются наиболее распространенным подходом в более широкой литературе.

The Purpose of this research is to identify, within contemporary scientific literature, assessment of the impact of Country of Origin (COO) factors and ethical appeals on sustainable consumer behaviour and brand equity in the food market of Kazakhstan. The purpose of this systematic literature review caused by the search the dominant influencing factors and to assess the sufficienc of existing research methodologies within the stated geographic context.

Methodology

Methodology. The study uses a systematic analysis protocol, as well as sources and literature screening from databases Google Scholar and ScienceDirect. The materials were systematically analysed and classified according to the research methodology (quantitative, qualitative, and mixed methods) and their relevance to the Kazakhstani food market.

Originality/value

Originality/value. The review is the first scientific synthesis of the literature on country of Origin (COO) and ethical appeals, especially in relation to the food market in Kazakhstan. It clearly identifies and justifies a critical geographic gap in research, highlighting the discrepancy between global research frameworks and the need to obtain localized consumer insights in Central Asian markets.

Findings

Findings. The analysis shows that the Country of Origin is the dominant factor shaping consumption perception and brand equity in the food sector, while ethical appeals play a secondary, reinforcing role. An important finding is the lack of research on these consumer behaviour factors in the context of Kazakhstan, demonstrating that modern methodological approaches are insufficien to fill this knowledge gap in geographical context, despite the fact that mixed methods are the most prevalent approach in the broader literature.

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The authors declare that there are no conflicts of interest present.