Consumers often encounter overwhelming, conflicting information about food, potentially leading to confusion. However, the mechanisms at play in consumer confusion remain unclear. Using a quantitative study, we therefore investigate how conflicting environmental food labels impact consumer confusion, and any spillover effect (i.e., when confusion related to a product engenders confusion related to other products). We show how cognitive load and skepticism drive consumer confusion, while cognitive dissonance does not, and the existence of a potential spillover effect. As such, we offer insights for consumers, managers, and policymakers and contribute to consumer confusion research
Dorisse et al. (Wed,) studied this question.