Roots and retail: identity-driven consumption in Sabah, Malaysia

In culturally diverse regions such as Sabah and Malaysia, local identity and pride frequently influence consumer purchasing decisions, even amidst economic uncertainties. This study investigates how region-of-origin shapes consumer behavior regarding locally produced fast-moving consumer goods (FMCG), specifically rice, coffee, and chocolate. While country-of-origin often serves as a heuristic cue of quality on a global scale, exploring the impact of the region of origin within the context of everyday food and beverage consumption in regions such as Sabah provides novel insights. Utilizing data from an online survey conducted between July and August 2024, this study examined demographic variables including age, sex, geographic location, ethnicity, and educational background among 356 Sabah consumers who had previously purchased local FMCG products. The findings show that residents of the West Coast and individuals from the Kadazan/Dusun communities exhibit stronger preferences for products associated with their region. In contrast, factors such as age, sex, and education had no significant influence. The results emphasize that local identity and cultural ties drive consumer preferences for regional products, offering fresh insights from the Southeast Asian context to the existing literature. Consequently, businesses targeting this region may benefit from emphasizing region-of-origin in their marketing strategies to foster consumer loyalty. Nonetheless, this study acknowledges the limitations inherent in the self-reported data collection within Sabah. Future research should address these constraints by employing cross-cultural comparisons, broader regional analyses, and more diversified survey methodologies.