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Applying the Theory of Planned Behaviour (TPB), this paper distinguishes between three groups, advisors, leading farmers and other farmers, and evaluates the extent that these influence farm advisors’ intensions to engage with Farmer Health and Safety (FHS) extension activities. A cross-sectional survey was undertaken with advisors ( N  = 302) participating in a national Knowledge Transfer Programme (KTP). Surveys were completed by 136 advisors. Structural equation modelling (SEM) was undertaken to identify factors affecting the advisor’s intentions to engage with FHS. TPB constructs explain 48% of the variance in intention. SEM findings illustrate that, in turn, perceived social pressure from leading farmers (subjective norms), Perceived Behavioural Control (PBC), and attitude as the key factors which positively and directly influence the intention. Social pressure from leading and conventional farmers, and other advisors (subjective norms), positively and directly influences attitude, PBC, and, indirectly, intention to engage with FHS. The results highlight the importance of involving leading farmers in advisor training activities relating to FHS as a way of demonstrating and confirming the importance of this issue to advisors. This study suggests the involvement of farmers and advisors in the design and delivery of education and training programmes aimed at developing advisor competencies to engage in farm health and safety. This study demonstrates the importance of identifying and understanding the influence of different social groups, in this instance, leading farmers, on behavioural intensions. The research establishes that end-users of advisory services play a key role in shaping advisors’ intentions.

Subjective norms influence advisors’ reluctance to discuss farm health and safety