This study analyzes the historical transformation of the Official Development Assistance (ODA) regime from a Cold War-era geopolitical interest-driven approach to a post-Cold War paradigm centered on human welfare and poverty reduction. Focusing on the institutionalization process of Pro-Poor Aid (PPA) under the leadership of the OECD Development Assistance Committee, the research examines how the concept evolved into an operational norm and governance tool through the Creditor Reporting System (CRS) and sectoral codes. Drawing on critical theory perspectives complemented by International Regime Theory and the Capabilities Approach, the study finds that institutionalization has not fully transformed underlying power asymmetries and dependency relations. The study concludes that PPA represents a meaningful but conditional institutional achievement whose transformative potential depends on distribution-sensitive design, recipient ownership, and evidence that assistance expands the substantive capabilities of people experiencing poverty and exclusion.

Keywords: Official Development Assistance (ODA), Pro-Poor Aid (PPA), Norm institutionalization, Creditor Reporting System (CRS), International Regime Theory

DOI : https://doi.org/10.53277/2519-2442-2026.4-01 [HTML]

State-orchestrated language reform and civic identity formation converge in ways that remain underexplored in post-Soviet contexts of deliberate national consolidation. This study examines how linguistic resocialization relates to civic norm internalization within Kazakhstan’s “Adal Azamat” (Responsible Citizen) framework. Concurrent mixedmethods design combined a stratified five-site survey (n = 780) with semi-structured interviews (n = 42) conducted September 2023–February 2024. Cluster analysis yielded three distinct profiles, interpreted as stages of linguistic socialization (nominative acquisition, pragmatic appropriation, axiological internalization); this theoretically motivated sequence cannot be tested cross-sectionally. Hierarchical regression identified linguistic practice as the strongest normative-internalization predictor (β = 0.61, p < .001), weaker among rural respondents (interaction β = −0.14, p = .003). A bootstrapped mediation model was consistent with an indirect pathway through axiological internalization, though cross-sectional data preclude causal conclusions. Language practice and civic norm internalization are closely linked, making value-laden practice a promising language-policy and civic-education target.

Keywords: Linguistic socialization, Civic identity, Adal Azamat, Language reform, Kazakhstan

DOI : https://doi.org/10.53277/2519-2442-2026.4-02 [HTML]

This study examines the relationship between AI investment and firms’ marketbased brand influence and the mechanisms underlying this relationship. Empirical models were constructed using panel data on Chinese A-share-listed firms from 2014 to 2023. Market-based brand influence is measured by market share, while AI investment is measured by the logarithm of firms’ AI spending. It was found that AI investment is positively associated with firms’ marketbased brand influence. For every 10% increase in firm AI investment, marketbased brand influence will increase by 0.338%. Corporate financial growth momentum is a mediating channel through which AI investment enhances brand influence. Financing constraints negatively moderate the relationship between AI investment and market-based brand influence. The positive association between AI investment and market-based brand influence is stronger among non-manufacturing firms. These findings empirically link AI-driven innovation to market-based brand outcomes and extend the literature on AI’s strategic value.

Keywords: Artificial intelligence, Investment, Brand influence, Growth momentum, Financing constraints

DOI : https://doi.org/10.53277/2519-2442-2026.4-03 [HTML]

The article considers the development of the leather industry of Kazakhstan in the context of industry diversification and sustainable production. The goal of the research is to assess the current state of the leather industry and develop policyoriented recommendations to transform it into a competitive and environmentally sustainable industry. The methodology uses a mixed-methods approach that includes analysis of official statistical data, policy analysis, and semi-structured interviews with key industry actors. The findings indicate that the industry is characterized by limited deep processing, underutilized capacity, environmental costs, weak institutional coordination, and a shortage of personnel. Based on the comparative analysis of the European Union, Türkiye, China, and Uzbekistan, a framework concept for the KazLeather 2030 transformation is proposed that includes the e-vet&Traceability digital platform, the KazLeather Research Grant and the implementation of the KazLeather environmental standard. The research contributes to discussions on modernizing resource-based industries and offers practical instruments for upgrading value-added chains.

Keywords: Industrial policy, Institutional coordination, Kazakhstan, KazLeather 2030, Leather industry

DOI : https://doi.org/10.53277/2519-2442-2026.4-04 [HTML]

This study explores the attitudes and behaviors of Generation Z in Kazakhstan toward sustainable consumption and considers implications for marketers seeking to engage this environmentally conscious demographic. Drawing on a survey of 329 university students, the research examines factors influencing Gen Z’s sustainable behaviors, including environmental concern, social influence, and perceptions of sustainable product pricing. The results reveal a significant positive correlation between environmental concern and engagement in sustainable practices, indicating that Gen Z shows a preference for eco-friendly products and brands committed to sustainability. Given the higher prices of eco-friendly options, pricing remains an important consideration in Gen Z’s sustainable purchasing decisions. Findings emphasize the importance of transparent communication and authentic sustainability practices in building trust and loyalty with this demographic. Marketers should align their strategies with Gen Z’s values by adopting pricing approaches that support eco-friendly choices and leveraging social media to foster communities of conscious consumers.

Keywords: Gen Z, Sustainable consumer behavior, Kazakhstan, Youth consumer trends, Generational analysis

DOI : https://doi.org/10.53277/2519-2442-2026.4-05 [HTML]

DOI : https://doi.org/10.53277/2519-2442-2026.4-06 [HTML]