Simplifying Choices: How Brand Loyalty Guides Gen Z Cosmetic Buyers

Abstract

Choice overload is a significant challenge for Gen Z consumers in Sri Lanka when purchasing cosmetic products in the dynamic online shopping environment, often leading to decision paralysis and dissatisfaction. This study examines how patronage behavior including brand loyalty, buying habits, trust in vendors, and referrals mitigates the negative effects of choice overload on decision-making. A quantitative cross-sectional design was employed, using structured online surveys with 384 Gen Z respondents selected via convenience sampling. Descriptive and inferential analyses were conducted using SPSS, including regression analysis and Sobel tests to assess variable relationships. The questionnaire was validated through a pilot survey, with Cronbach’s alpha values exceeding 0.7 for all variables. Results revealed that choice overload negatively impacts decision-making, while patronage behavior simplifies choices and boosts consumer confidence. The Sobel test confirmed that patronage partially mediates this relationship. Addressing a gap in literature on emerging markets like Sri Lanka, this study offers actionable insights for marketers to optimize e-commerce platforms, product assortments, and loyalty strategies for Gen Z. By leveraging patronage, brands can enhance decision satisfaction, reduce cart abandonment, and foster long-term consumer relationships in the competitive online cosmetics industry.