| The following paper shows the work in progress in the frame of the specific support action Program “E-Trust”. A initial qualitative study was carried out in order to find out evidences and opinions about the performance of e-commerce in the agricultural and food sector. The paper shows a brief description of the barriers, advantages and e-business tools related with the adoption of e-commerce. In order to explore this topic, qualitative interviews were conducted. The results of this first stage related with gaps and barriers in the e-business agricultural sector. Some results are the concerns such as the reluctance to adopt e-commerce strategies, the challenge of making perceptible the sensory characteristics of perishable products, the vulnerability to... |
