VISUAL ART AND CRAFT CONSUMPTION PATTERN: AN EMPIRICAL ANALYSIS OF MALAYSIAN MIDDLE-CLASS ART CONSUMER

To date, there’s very little empirical data about Malaysian visual art and craft consumption, particularly the consumption preferences and patterns of the Malaysian middle class within the broader context of cultural consumption in Malaysia. This paper investigates the role of economic background and status in shaping Malaysians' cultural consumption. The study focuses on visual art and craft, a crucial segment of Malaysia's creative industry and a complementary sector to its tourism industry. Data were collected from 271 respondents both online and face-to-face throughout Peninsular Malaysia, where most museum galleries and art retailer stores are located. Through empirical statistical analysis, the research reveals that visual art consumers engage with a diverse range of art genres, particularly low-brow art and craft commonly found at tourist sites. The findings indicate that social and economic factors significantly influence cultural consumption patterns. Key determinants such as income level, education, and exposure are highlighted as crucial in shaping the consumption of visual art in Malaysia.