Approach to the perception of trust like a barrier to B2B e-commerce adoption in agricultural and food sector in Spain and Italy

none3This 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.noneFernandez M.C.; Briz J.; Pignatti E.Fernandez M.C.; Briz J.; Pignatti E