Consumer Perception and Willingness to Pay for Bamboo Based Products through Exhibition Exposure

Growing attention to sustainable materials has positioned engineered bamboo as a promising material in contemporary product and fashion design. However, negative consumer perceptions continue to hinder its wider adoption, as bamboo is often associated with low cost and low durability products. Guided by Mere Exposure Theory, this study examines how exhibition exposure influences consumer perception and willingness to pay for bamboo based products. A quantitative survey was conducted among 135 visitors to an exhibition in Sarawak. The analysis employed descriptive statistics, correlation tests, and multiple regression models to evaluate how visual and tactile exposure influence consumer evaluation and economic intention. The results indicate that perceived durability (β = 0.50) and aesthetic appeal (β = 0.45) are the strongest predictors of willingness to pay, effectively offsetting price sensitivity even among lower income consumer groups. Although environmental sustainability is widely recognized as a positive attribute, it functions more as an expected feature than a primary purchase driver. The findings further reveal a functional perception gap in which consumers appreciate the aesthetic qualities of bamboo based products but remain uncertain about their practical durability. These results extend the application of Mere Exposure Theory in sustainable design contexts and highlight the importance of experiential exhibition environments in shaping consumer acceptance of bio based materials.