Is the Willingness to Take Risks a Credential for Being a Model Farmer?

Despite the significant role of model or demonstrator farmers in disseminating new technologies, systematic and empirical examination of the behavioural characteristics that distinguish demonstrator farmers from other farmers is lacking. Understanding the characteristics of demonstrator farmers is as important as the characteristics of the technology or practice being demonstrated in model farms. Thus, this article examines whether attitudes to risks distinguish demonstrators from non-demonstrator farmers. The results show that a larger proportion of demonstrator farmers will take risks as compared to non-demonstrators. The results also indicate that being less risk-averse increases the chances of being a demonstrator farmer. The implication is that while demonstrators tolerate the risks that accompany adopting technologies, the reverse could be the case for non-demonstrator farmers. Crucially, this finding will inform the decision-making of extension agents when choosing demonstrator farmers. This article will also serve as evidence for future programmes not to rely wholly on demonstrator farmers as the decisively indicative test of farmers’ overall risk attitude.