Trust and Control Dynamics in Agrifood Supply Networks: Communication Strategies for Electronic Transaction Environments

Agrifood supply networks are dynamic structures where firms regularly face the need to search for new market partners. A decision for a transaction with a new partner requires the existence of appropriate control and safeguard mechanisms as well as trust to overcome perceived risk and uncertainties. Electronic transaction environments offer new potentials for the identification of new transaction partners. However, trust and control need to be communicated appropriately in electronic transaction environments for agrifood supply network scenarios. Problems for appropriate communication are posed by the complex interrelation between trust and control in transaction processes and their dynamically changing importance in a transaction relation. This paper contributes to the development of appropriate trust and control communication strategies in e-commerce as it analyzes the occurrence of trust and control elements in the phases of a transaction in the agrifood sector.