In Search of the Agronomist as Trusted Advisor: A Farmer-Centric Case Study

Abstract

Given the interest in the new CAP in advisory services and the Agricultural Knowledge and Innovation System (AKIS), and the importance of trust development between farmers and advisors, in this piece of work we explore the issue of farmers’ trust towards their sources of advice. The field research addressed professional farmers who were in contact with agronomist(s) in Ioannina. Overall, 51 farmers were interviewed using a snowball technique. The trust model was utilized to provide important insights about the antecedents of trust towards advisors on the part of farmers, focusing on three elements: ability, benevolence and integrity.

Keywords

• key farmers
• advisors
• antecedents of trust
• ability
• benevolence
• integrity