Measurement of the importance of trust elements in agrifood chains: An application of the analytic hierarchy process

Abstract

This paper focuses on the level of inter-organizational trust-building elements in food chains of different countries. It is based on a theoretical typology of trust elements, developed and tested for an early stage of business to business (B2B) relationships. In a planned study, required data will be collected via qualitative expert interviews. The importance of trust elements will be measured by applying the analytic hierarchy process (AHP). The study will contribute to understanding the influence of cultural background and single key informants on inter-organizational trust. Results will be useful for the implementation of trust elements in B2B e-business applications.