An Exploratory Study of Trust in Moroccan Agribusiness: Towards A View of E-Supply Chain Adoption

The actual study aims to identify the role of trust in the sharing of information among partners of a supply chain. It-s based on the analysis of the role given to trust, if any, in the integration of logistics and exchange of electronic data in Moroccan agribusiness supply chain. The exploratory qualitative study focused on a group of food companies in the Souss Massa Draa area. The analysis results show the dominance of rational trust in transactions. Interpersonal and institutional trusts remain still weak, this can greatly hinder the success of implementing E -Supply Chain.