The more the merrier

: the effect of information overload on consumers’ perceptions of cosmetics products

Abstract

The increasing demand for sustainable and environmentally friendly products has led consumers to seek out green options in the cosmetics industry. However, navigating through the abundance of information and marketing tactics can be overwhelming, resulting in potential greenwashing practices. This study aims to investigate the impact of information overload on consumers' susceptibility to falling into greenwashing in the cosmetics industry. User-generated content (UGC), such as product reviews, is a valuable source of information for consumers. However, the abundance of UGC online can contribute to information overload, making it challenging for consumers to make informed choices. Eco-labels also play a role in consumer decision – making but can be misleading when self-generated by companies. Information overload negatively impacts decision-making and can increase susceptibility to
greenwashing practices. To test the hypothesis that information overload affects consumers' likelihood of believing the companies’ greenwashing, a quantitative study was conducted. An online survey was distributed, presenting participants with different face cleansing product scenarios. Sociodemographic questions were followed by questions assessing their willingness to pay, attitudes, and sustainability perceptions.

Date of Award	24 Oct 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Sérgio Paulo Moreira (Supervisor)