The paradox of self-efficacy: the underlying mechanisms between exposure to contradictory information and nutritional backlash

Recognizing the growing concern over diabetes in Singapore, this study aims to explore the underlying reasons behind the nutritional confusion and backlash experienced by Singaporeans due to conflicting nutritional messages in the media. A total of 416 participants aged between 21 and 40 were recruited for the study. Multivariable linear regression models based on the PROCESS Macro were employed for data analysis. The results indicate that exposure to contradictory nutritional messages is positively linked to nutritional confusion and backlash. Furthermore, participants’ informational self-efficacy and internet usage for health information scanning/seeking moderated the link between nutritional confusion and exposure to contradictory messages. Among those with low informational self-efficacy, the impact of exposure to contradictory messages on nutritional confusion is not significant, regardless of their internet usage. However, when individuals with medium or high levels of informational self-efficacy use the internet less frequently to seek/scan health information, the effect is significant. This study highlights that individuals with higher informational self-efficacy may feel greater confusion and backlash as a result of their rational evaluation of contradictory messages. Our findings have theoretical and practical implications for scholars and practitioners who aim to promote healthy eating and reduce the negative psychological effects of contradictory nutrition messages on consumers’ health-related beliefs and behaviors.