EVERGREEN is a Malaysian-based organic food company, has seen a shift in consumer preferences over the last few years. While organic products were initially a niche market, there has been an increase in demand for organic food across Malaysia. Consumers from urban areas like Kuala Lumpur are particularly interested in healthy living and sustainable food options. The company plans to expand its product line to include organic snacks and beverages targeted at millennials and Gen Z. However, EVERGREEN has noticed differences in consumer behavior across various regions in Malaysia. In cities, there is a high demand for premium, health-focused organic products, while in more rural areas, price sensitivity is a key factor, and many consumers are sceptical about the benefits of organic food.
a) Identify and explain the key cultural, social, and personal factors that influence consumer behavior in Malaysia, particularly in the context of organic food consumption. Discuss how these factors vary between urban and rural consumers.
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