16th World Business Congress, Maastricht, Netherlands, 4 - 08 July 2007, vol.16, pp.168-175
In the process of integration to the European Union, Turkey re-regulates health claims in advertising and food labeling. This paper investigates skepticism of consumers towards health claims in advertisements. In this research, a self-administered questionnaire was used as the instrument to collect the data. Survey data were collected from two separate samples of 309 undergraduate and graduate students and 191 non-student adults (total sample size500) in Turkey. Respondents' seem not to be clear about skepticism toward health claims in ads. It can also be argued that Turkish consumers' consciousness level about health claims is not very high.