Consumers’ Understanding and Attitudes Toward Technical Language in Cosmetic Product Instructions and Ingredient Lists in Tanzania

This study examined Tanzanian consumers’ understanding and attitudes toward the technical language used in cosmetic product instructions and ingredient lists, using a cross-sectional quantitative design. Data were collected from 408 cosmetic users in Mwanza City Council. The analysis was guided by an integrated model combining the Elaboration Likelihood Model (ELM), the Theory of Planned Behavior (TPB), and Cognitive Load Theory (CLT). Descriptive statistics, reliability tests, and multiple linear regression analysis were employed. The findings revealed that complex scientific terminology and English-only labeling significantly limit consumer comprehension. Regression results show that consumer label trust and comprehension of technical language are significant predictors of engagement with cosmetic information, while behavioral intention plays a weaker role. The study concludes that technical language reduces informed decision-making and underscores the need for simplified, dual-language labeling and consumer education to enhance safe cosmetic use in Tanzania.