The agronomist to trust as my advisor: a Greek case study

ABSTRACT

Purpose

Given the absence of (structured) advisory services in Greece and the CAP requirements, we aim at exploring which would be the characteristics of agronomists whom farmers might trust as advisors.

Design/Methodology/Approach

The field research addressed professional farmers who are in contact with agronomist(s)-as-advisors. Based on an aide memoire, 51 farmers were interviewed following a snowball technique in each of the 5 municipalities of Ioannina Prefecture, North-Western Greece, which comprised our research area.

Findings

The antecedents of trust (ability, benevolence and integrity) were systematically addressed and analysed thus leading to the identifications of the characteristics of an agronomist-as-advisor that shape the farmer’s determination to trust him/her. Additionally, mediators related to the antecedents were identified.

Practical Implications

This piece of work allows for a better understanding of the degree farmers trust various actors-as-advisors and thus of their role(s) in farmers’ micro-AKIS.

Theoretical Implications

This piece of work is a contribution towards as well as an effort to trigger a more systematic and nuanced approach on the topic of trust in advisory relationships through farmer-centric research.

Originality/Value

Τhe paper points to the characteristic of actors, notably agronomists, with whom farmers would prefer to build advisory relationships.

KEYWORDS:

• Trust antecedents
• farmer-centric
• ability
• integrity
• benevolence
• relationship

Acknowledgements

The authors wish to express their gratitude to the anonymous reviewers for their constructive criticisms which allowed for the substantial improvement of this piece of work.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Eleni Pappa

Eleni Pappa (MSc) is a PhD candidate and participates in projects at the Lab of Agricultural Extension, Agricultural Systems & Rural Sociology, Agricultural University of Athens. She is also involved in H2020 projects and her main research interests lie in extension/advisory/innovation support services and systems.

Alex Koutsouris

Alex Koutsouris is the Head of the Lab of Agricultural Extension, Agricultural Systems & Rural Sociology, Dept. of Agricultural Economics and Rural Development, Agricultural University of Athens. His research interests revolve around sustainable rural development focusing on topics such as agricultural extension (interactive innovation & communication), training & education, project design and evaluation, with emphasis on systemic and participatory approaches.