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

Abstract

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.