As a result of inability of public extension services to be responsive to the needs of farmers, a new paradigm is emerging. This study was designed to assess farmers’ willingness to pay for extension services and to identify factors influencing the willingness to pay for agricultural information delivery services among the farmers. To achieve the objectives of the study, four PAs were included in the study purposively. A total of 140 households were selected randomly using probability proportional to size technique and interviewed using interview schedules. The proportion of the respondents was increased to 64.2% when the improvement in the quality of the services was stated. Analysis of determinants of the willingness to pay from logit model showed a significant positive relationship between willingness to pay (WTP) and household income, and farm size. Other household characteristics such as age of household head, media exposure, and family size were found to be negative but significantly related to WTP.
Key words: Willingness to pay, agricultural extension, commercialization, public service.