@article{2019,title={THE EFFECT OF HEALTH WARNING LABEL ON PERCEIVED QUALITY, PERCEIVED HEALTH RISK AND PURCHASING TENDENCY: A RESEARCH IN ANKARA},abstractNode={Health warning labels are one of the methods used to convey the messages about the product and influence consumers who has become conscious. The effectiveness of decisions about health warning labels is only possible if their impact on consumers is known. In this research, firstly, the studies carried out on the effects of health warning labels on the consumers are examined and the effect of health warning labels on consumer perceived quality, perceived health risk and purchasing tendency is examined in terms of cream chocolate product. Within the scope of the research, data is collected from 300 consumers by convenience sampling method. The data obtained are analyzed and the results are interpreted. According to the results of the research; the negative health warning label was found to increase the perceived health risk associated with the cream chocolate product. On the other hand, negative healt warning label did not affect purchasing tendency and positive health warning label increased purchasing tendency. Besides these; the negative health warning label has a moderating role in the effect of perceived health risk on the purchasing tendency and the positive health warning label has an moderating effect on the effect of perceived quality on purchasing tendency. },author={İbrahim BOZACI-Rukiye Nur BEĞDEŞ - İsmail GÖKDENİZ},year={2019},journal={Turkish Studies-Economics,Finance,Politics}}