Farmer Evaluation and Acceptance of Agricultural Advisory Services in a Pluralistic Extension System: Evidence from Tamil Nadu, India
A. M. Juno, M.A. Vennila, A. Janaki Rani, S. Kokilavani & R. Gangai Selvi · Asian Journal of Agricultural Extension, Economics & Sociology · 2026
Background: Agricultural advisory services have evolved into pluralistic, multi-actor systems in which farmers behaviourally evaluate advice from formal and informal sources based on relevance, trust, and contextual fit, shaping the acceptance of agricultural recommendations. Aim...