A process perspective on trust building in B2B: evidence from the agri-food sector

Abstract

This paper investigates trust building for prospective buyers looking for new suppliers in international agri-food chains. It presents three cases of the B2B buying process with a focus on the trust generating elements during its early stages. The cases were taken from one set of interviews in four agri-food sectors (fresh fruit, grain, meat and olive oil). Three different prototypical different buying processes are presented according to their main focus of trust and the different trust generating elements on which they rely. The link is made with the functionality of B2B e-commerce web sites. The significance of the findings is discussed. Though tentative, the findings contain lessons for buyers, sellers and B2B e-commerce service providers.

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