Increasing scholarly attention is being paid to understanding the roles of different actors involved in digital agriculture. This study contributes to this field of research by exploring farmers’ level of trust in digital agricultural actors. Based on a survey of 203 arable farmers from southern Germany, it investigates how adopters and non-adopters of digital technologies perceive the trustworthiness of different actors. The results suggest that farmers have varying levels of trust in innovation actors providing advice and information. Farmers express relatively more trust in other farmers, the agricultural press, and associations and less trust in research institutions, agricultural authorities, private advisory services, agricultural technology, and downstream actors. Significant differences between adopters and non-adopters are observed across the three types of digital technologies examined in the study (disembodied digital, embodied-knowledge and information-intensive technologies). The study highlights the importance of rethinking the roles and practices of innovation actors in the context of digital agriculture. Greater attention to trust can help to better align information and innovation processes between farmers and other innovation actors in the digital agriculture innovation system, enabling farmers to make informed decisions about adopting digital technologies. The results of this study may be of particular interest to those interested...

Increased attention for sustainability in agricultural production within the food sector has enhanced the need for farm-level information. This article aims to explore stakeholders’ perceptions of sustainability measurement at farm level in an established monitoring system. Qualitative research, including discussion groups and semi-structured interviews in nine European countries, identifies existing divergences in perceptions, especially for those indicators not expected to be used for farm-level decision making. The perception of feasibility and usefulness of an indicator is determined by (a) indicators’ intrinsic attributes, (b) the measurement system in which it is inserted, (c) farm characteristics and (d) farmers’ attitudes toward the measurement. Identifying stakeholders’ perceptions could help to improve the discussion between researchers and users in the selection, communication and use of sustainability information along the agricultural sector.