Unveiling the halo effect: exploring the influence of organic labels on consumer behavior in the organic cosmetics market

Abstract

This study examines the impact of organic labels on consumer behavior, particularly through the halo effect, spreading activation, and cue utilization theories. using a mixed-methods approach, study 1 (qualitative) identifies consumer perceptions of organic cosmetics, while study 2 (quantitative, n = 323) validates these perceptions through pls-sem. results indicate that organic labels significantly influence perceived healthiness, safety, environmental friendliness, animal welfare, and quality, all of which enhance purchase intentions. notably, purchase intention strongly predicts actual purchase behavior. the study contributes to labeling research by elucidating cognitive biases in consumer decision-making and providing actionable insights for marketers and policymakers seeking to enhance trust in organic claims.