摘要：This paper reports the .ndings from two exploratory case studies of retailer-led quality assuranceschemes (QAS) for beef in Germany and Italy. The focus is on the potential for QAS to reduce therisks associated with fresh beef,as perceived by consumers. Results of two consumer surveys arereported,which suggest that QAS have the potential to reduce perceived risk and increase consumercon.dence in speci.c fresh beef products,but that considerable scope remains for improving thecommunication of QAS,in order that speci.c scheme objectives are clearly understood byconsumers. # 2001 Elsevier Science Inc. All rights reserved.
