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Title:      APPROACH TO THE PERCEPTION OF TRUST LIKE A BARRIER TO B2B E-COMMERCE ADOPTION IN AGRICULTURAL AND FOOD SECTOR IN SPAIN AND ITALY
Author(s):      Fernández Mª Cristina , Briz Julián , Pignatti Erika
ISBN:      978-972-8924-66-9
Editors:      Piet Kommers, Pedro Isaías and Nian-Shing Chen
Year:      2008
Edition:      Single
Keywords:      Agricultural and food sector, ICT, B2B, trust, barriers, qualitative study
Type:      Reflection Paper
First Page:      311
Last Page:      314
Language:      English
Cover:      cover          
Full Contents:      click to dowload Download
Paper Abstract:      This reflecting paper shows an initial reflection on the barriers related with trust in the adoption of B2B strategies and technological tools in Agricultural and Food sector and posing the lack of trust like one of the barriers. In order to get deeper into the topic of trust in agrifood sector some qualitative interviews where conducted in two Mediterranean countries: Italy and Spain. The result is a first stage of a study with qualitative results study where some worries, barriers and concerns in the adoption of ICT tools in the agrifood sector are presented.
   

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