The influence of scanning mobile apps on consumer behavior regarding cosmetic products

Abstract

Due to rising concerns about overconsumption, consumers are more aware of the negative impact of their purchase habits on the environment and on their health and are concerned about the ingredient lists of their every-products. In this context, a new type of information channel has recently emerged: scanning mobile apps. The user scans the product and then an algorithm generates a grade, assessing the quality and the hazardousness of the ingredient declaration; if the product is “bad”, the app suggests some “better” alternative to replace the other with. The enthusiasm for these apps seems to rather be towards the food industry, while not much is said about cosmetics. Our research focuses on cosmetics and was based on a quantitative study. The credibility of the scanning apps comparing to other information channels is analyzed. Furthermore, the impact of the disclosure of a “bad grade” on a consumer’s favorite cosmetic product was studied through two parallel paired ttests (one for skin care, another for makeup). The results showed that the main advantage of scanning apps as a source of information is their availability and that for both scenarios, brand equity was significantly affected by a “bad grade” from a scanning app when the product is the favorite cosmetic product of the consume. The results of our study invite managers to be attentive to the influence these scanning apps can have on consumers and thus on their business. They need to quickly adapt their strategy while anticipating other stakeholders’ moves regarding product transparency.