Prioritizing Trust Factors in an Agri-Food B2B E-Commerce Environment

Trust is recognized as an important asset for Business-to-Business e-commerce success, but few studies investigate the link between trust and e-commerce in agri-food markets. This paper aimed at prioritizing some trust factors in e-relationships between actors operating in the agri-food markets. Starting from the results of a previous analysis (Canavari et al., 2005), the importance of three categories namely “share of values and motivations”, “reliability and reputation” and “integration availability and non-opportunistic behavior”, and six trust factors are prioritized using the Analytic Hierarchy Process. The model seems to be capable to assign a priority order to the elements inspiring trust within e-trade relationships in the agri-food chains.