Heterogeneities in Farmers’ Preference for Advisory Services: A Choice Experiment of Vegetable Growers in North-Western Ethiopia

This study investigated vegetable farmers’ willingness-to-pay (WTP) for private advisory services in northwestern Ethiopia. Understanding farmers' preferences for modernizing agricultural advisory services is essential for enhancing the productivity and profitability of smallholder farming. The study assessed WTP for improved advisory services using data from 393 farm households in northwestern Ethiopia. Data from discrete choice experiments were analysed using a random parameter logit model. The results revealed the existence of heterogeneity in farmers’ WTP for vegetable advisory services. Household educational status and age influenced preferences for advisory service features. Farmers preferred enhanced services with frequent visits from agricultural experts and hands-on, field assistance over digital short message service (SMS) and voice-based advice. Additionally, they were more willing to invest in services that focused on leafy vegetables than on fruity vegetables or roots and tubers. The results suggest that the push for commercializing agricultural advisory services should consider contextual differences in smallholders’ preferences.