“…During the past two decades, food safety crises such as the mad cow disease throughout Europe, the dioxin crisis in Belgium, and outbreaks of foot-and-mouth disease in several countries led consumers to rethink their attitudes to and behaviour towards meat consumption (Gellynck & Verbeke, 2001;Latouche, Rainelli, & Vermersch, 1998). Due to the increasing health and safety consciousness, both industry and the public authorities have developed quality and safety assurance systems (Hobbs, Bailey, Dickinson, & Haghiri, 2005;Schwägele, 2005;Theuvsen, 2003). Further, the crises induced a sharp and immediate drop in the demand for meat products, followed by a slow and often incomplete recovery (Bö cker & Hanf, 2000;Verbeke, 2001).…”