The cognitive processes at play in food consumer confusion

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