This study explores the impact of various deceptive advertising practices employed by the cosmetic industry toward the participation of select cosmetic consumers in Online Consumer Activism (OCA) in Cebu City, Philippines. Existing literature shows a gap with a lack of current studies that delve into understanding how likely cosmetic consumers are to engage in various online consumer activism measures against such deceptive practices within the cosmetics industry. Hence, to address this gap, a quantitative research approach was employed. A two- part online survey questionnaire utilizing a 7-point Likert Scale was distributed through Facebook groups dedicated to Cebu City cosmetic consumers (n=110). Using descriptive statistics, the study revealed that most cosmetic consumers displayed a “neutral” stance across various domains associated with OCA. However, it is revealed that cosmetic consumers mostly react and comment on social media against deceptive advertising by cosmetic brands, among other OCA measures. Additionally, by employing Principal Component Analysis (PCA), it was highlighted that Mislabeling, among other domains, triggered the most OCA. Further, with Path Analysis, the significance of usage of internet platforms as a key factor that facilitates OCA has been solidified. These findings provide valuable recommendations and conclusions relevant to upholding ethical advertising practices within the cosmetics industry and upholding consumer rights in alignment with United Nations’ SDG 12: Responsible Consumption and Production.
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