Nuove dinamiche nel commercio dei prodotti agroalimentari: resistenze all’adozione dell’e-commerce nelle relazioni B2B [New trends in agri-food products trade: resistance to adoption of e-commerce in B2B relationships]
Erika Pignatti (),
Maurizio Canavari and
Roberta Spadoni ()
Additional contact information Erika Pignatti: Alma Mater Studiorum University of Bologna
Roberta Spadoni: Alma Mater Studiorum University of Bologna
Since some decades, agri-food products exchanges can be carried on using Information and Communication Technology (ICT) tools. Anyway, their adoption in the agri-food sector appears to be hindered, both because of consolidated dynamics in developing B2B transactions, and of the peculiarities of the agri-food products themselves. The lack of direct relationships between partner heighten problems connected with food safety assessments, and with the definition of standardized production practices able to match business partner’ needs. Standardization is the key point in the relationship between e-commerce and agri-food sector. As for some products it is possible to define standardized requirements, it is hard to find a collocation for the wide range of agri-food differentiated and quality products in e-commerce B2B relationships. Moreover, existing e-marketplaces are not always able to convey properly the degree of differentiation and the peculiarities of agri-food products. The study aims at analyzing the barriers connected with the adoption of e-commerce in B2B relationships in agri-food sector, defining the factors which affect the interaction between the two areas. The attitude towards e-commerce showed by potential ICT tools users, chosen between Italian agri-food operators, has been analyzed; moreover, an overview on the evolution of agri-food e-marketplaces in the last 5 years has been carried on. The results describe the main problems concerning the adoption of e-commerce in agri-food sector, deeply connected with the agri-food products specifics. In spite of positive outcomes about efficiency and transactions for standardized products, the interaction between ICT tools and agri-food sector’s needs becomes problematic in case of high quality levels and differentiation, which can’t be properly conveyed by e-marketplaces. Results also highlight the role of trust and reputation in e-environments.