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Participatory agricultural extension programmes aimed at encouraging knowledge transfer and the adoption of new technology and innovation at the farm level are a novel approach to advisory service provision. In order to drive sustainable agricultural production systems that address farm-level economic and environmental objectives, the College of Agriculture, Food and Rural Enterprise (CAFRE) in November 2015, developed a new participatory extension programme for farmers in Northern Ireland, the Business Development Groups (BDGs). The purpose of this paper is to examine and analyse the drivers of farmers’ decisions in relation to joining and participating in this new approach to farm extension, learning and advisory service provision. Making use of data from both primary and secondary sources, this study employs a mixed-methods approach which involves an empirical analysis of quantitative and qualitative data to examine the factors influencing membership of the BDG programme. The results of our analyses show that larger, more intensive farmers who are keen to access information from other farmers to improve their business performance are most likely to participate in the BDG programme. The study contributes to the empirical literature by establishing the need to take into consideration the different characteristics of farmers in the design and delivery of participatory extension programmes.

Investigating the Drivers of Farmers’ Engagement in a Participatory Extension Programme: The Case of Northern Ireland Business Development Groups