Multifunctional farm advisory services in promoting change in agricultural systems: The case of Campania region of Italy

Entrepreneurial contexts may be marked by the presence of a ‘cultural environment’ that stimulates knowledge and innovation adoption, while other contexts may act as barriers toward change and innovation. Moreover, multiple paths of multifunctional agriculture bring about a call for “multifunctional farm advisory services” (MFAS), which consider both private and public goods provided by the farming sector. Set against the background of multiple roles of agriculture, how to identify sound and pertinent knowledge becomes of paramount, to specify the roles of agricultural extensionists and the mechanisms of governance of MFAS within the setting up of the Agricultural Knowledge and Innovation System (AKIS). Our aim of the study is either to analyze attitudes toward the privatization of extension services within a predominantly public system of regional governance and to identify advisors’ profile and their suitability with the modern vision of multifunctional agriculture through the emergence of MFAS. Empirical analysis evidences the presence of a diversified set of advisory services with different degrees of coherence with the multifunctional agricultural model. Also, the more advisory services are oriented towards empowering multifunctional agriculture the less the propensity towards their privatization. The cluster analysis has demonstrated a relatively good advisor’s capability to deal with the new demands of multifunctional agriculture. The idea of MFAS has important theoretical implications that the paper tries to excavate through the analysis of the mechanisms of governance (public/private) and the identification of the advisors’ profile facing the growing complexity of the farming sector, grounded on multifunctional agriculture. The study tries to fill a gap in the literature, by providing an original contribution to modeling the profile of advisors in charge of supporting the transition towards multifunctionality.