E-Trust: Management of perceived e-Business risks in food supply networks

Vertical coordination in food networks is characterized by dynamically changing sup-ply and marketing relationships. E-business provides support and improvement op-tions for vertical coordination processes in food networks. However, adoption of e-business in food networks is low as available e-business offers as the communication of safeguards for trust and control as basis for the transaction decision is not realized appropriately. This paper analyzes decision preferences for trust generation as basis for the design of e-business environments for food networks. The analytic hierarchy process is applied to prioritize preferences for different transaction scenarios in food networks.