How do Advisory Suppliers Support Farmers in Evaluating a Digital Innovation? A Case Study on Decision Support Tools for Fertilizer Application in France

This paper analyzes how agricultural advisory services support farmers in the evaluation and adoption of a digital innovation: decision support tools for fertilizer application. We interviewed farmers with different user profiles for this technology (adopters, non-adopters, droppers) as well as experts in the area of innovation. We collected data on the advisory suppliers (advisory sources and nature of the farmer-advisor interaction) at different stages of farmers' adoption process, using the Triggering Change Model (Sutherland et al., 2012). Our results revealed changing roles for farm advisors despite an apparent continuity in their profiles. Advisors trigger the process of adoption but play a limited role in helping farmers to assess and implement the innovation. This paper launches a debate about the ability of advisors to support farmers in dealing with uncertainties associated with digital technologies and offers recommendations in terms of public policies.