Irrigation Advisory Services (IAS) are powerful management instruments aiming to achieve the best efficiency in irrigation water use. So far the literature on farmers’ preferences for a specific scheme design of IAS’ characteristics and the related willingness to pay (WTP) is scant. This study provides evidence on farmers’ preference towards six attributes related to the IAS configuration by using a hypothetical choice experiment. Data were collected from an original survey among 108 farmers from Spain, The Netherlands, Italy, Poland and South Africa. Moreover, we investigated the interplay between these preferences and the individual risk attitude (elicited through a lottery task) as a novel contribution. On average, the results suggest a clear farmers’ preference, especially for receiving weather forecasts from the service and for the feature related to water data recording; as the opposite, on average, crop water requirement seems irrelevant. Finally, we found that farmers’ WTP for the different IAS services varies across countries and, in some cases, also according to the individual risk attitude.

灌溉咨询服务（IAS）是强大的管理工具，旨在实现灌溉用水的最佳效率。到目前为止，关于农民对IAS特征的特定方案设计以及相关支付意愿（WTP）的偏好的文献很少。这项研究通过假设选择实验提供了农民对与IAS配置有关的六个属性的偏好的证据。数据来自对西班牙，荷兰，意大利，波兰和南非的108名农民的原始调查。此外，我们调查了这些偏好与个人风险态度（通过彩票任务引起）之间的相互作用，以此作为一种新颖的贡献。平均而言，结果表明明显有农民偏好，特别是从服务接收天气预报以及与水数据记录有关的功能；相反，平均而言，作物需水量似乎无关紧要。最后，我们发现，不同国家的IAS服务的农民的WTP有所不同，在某些情况下，还取决于个人风险态度。