Universal Journal of Management Vol. 10(4), pp. 63 - 68
DOI: 10.13189/ujm.2022.100401
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Consumer's Buying Behaviour for Malaysia's Traditional Handicraft

Chiam Chooi Chea 1,*, Joshua Tan Juat Huan 2, Lim Yee Wui 3, Chan Sin Yee 3
1 Faculty of Business and Management, Open University Malaysia, Malaysia
2 School of Mathematical and Computer Sciences, Heriot-Watt University, Malaysia
3 Faculty of Accountancy and Management, Universiti Tunku Abdul Rahman, Malaysia


Traditional Handicrafts are products selling the concept of "heritage" of a community or a country. Traditional handicraft products can play a significant role in generating income and contributing to the Gross Domestic Product (GDP) of a country. Due to the COVID-19 pandemic in the year 2019 and the after effect of the pandemic, the growth of a country has been affected negatively. This is because the closing of borders of countries and the travelling in and out of those countries have been halted for the past two years. Hence, there is expected to be a surge in the number of visitors to Malaysia. Hence, Malaysia needs to formulate the appropriate strategies to boost the increase in traditional handicraft products. A total of 231 respondents were collected for this study via survey form with twenty items on the five variables, namely; consumers' knowledge, subjective norms, and characteristics that are significant on the intention to purchase Malaysia's traditional handicrafts products. Nevertheless, perceived behavioural of control is not significant to purchase intention towards Malaysia's Traditional Handicraft. This study would be able to provide insights to various stakeholders, policymakers, and sellers on how to design and introduce the right activities to attract awareness towards the beauty and value of heritage handicraft products.

Traditional Handicraft, Buying Behaviour, Malaysia's Traditional Handicraft Purchase Intention

Cite This Paper in IEEE or APA Citation Styles
(a). IEEE Format:
[1] Chiam Chooi Chea , Joshua Tan Juat Huan , Lim Yee Wui , Chan Sin Yee , "Consumer's Buying Behaviour for Malaysia's Traditional Handicraft," Universal Journal of Management, Vol. 10, No. 4, pp. 63 - 68, 2022. DOI: 10.13189/ujm.2022.100401.

(b). APA Format:
Chiam Chooi Chea , Joshua Tan Juat Huan , Lim Yee Wui , Chan Sin Yee (2022). Consumer's Buying Behaviour for Malaysia's Traditional Handicraft. Universal Journal of Management, 10(4), 63 - 68. DOI: 10.13189/ujm.2022.100401.