Effective knowledge plays a key role in promoting agricultural practices that contribute to the protection of the environment and nature. However, understanding the roles of individual actors in this process is limited, and insights into various approaches and their effects remain insufficiently explored. Therefore, this dissertation aims to comprehensively evaluate this process, analyse the effectiveness of innovative approaches, and explore the social and cultural contexts in which it unfolds. We developed a theory-based evaluation framework grounded in the Theory of Planned Behaviour, comprising 31 indicators across three levels (output, outcome, and impact). A pilot evaluation involving around 3,000 farmers provided insights into the current state of Slovenia’s knowledge transfer system on environmental and nature protection topics. Key shortcomings include the financial and staffing undercapacity of providers, a lack of diversity in approaches, and a rigid delivery format, all of which are reflected in farmers’ low levels of knowledge and their weak intentions to adopt environmentally friendly practices. Perceived behavioural control, positive attitudes, and satisfaction with past training were key predictors of farmers’ willingness to participate in future knowledge transfer activities. An experimental study including 438 cattle-rearers showed that participatory workshops improved knowledge (by 25%), behavioural intention (by 19%), and positively influenced psychological and normative factors. A comparative analysis with nearly 5,000 farmers showed that participants in online trainings were, on average, less satisfied than those attending in-person trainings; however, part-time farmers and those who find it more difficult to secure time or transport more often choose the online format. The final part of the dissertation includes an analysis of interviews with agricultural advisors (n = 20), showing that their production-oriented value system and the administrative nature of their role limit support for environmental objectives. Advisors’ position between top-down policy demands and peer expectations highlights the need for deeper involvement in codesigning agri-environmental measures and greater recognition of their role as agents of change.
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