Purpose: Globally, many extension professionals and policy-makers are advocating fee-based services, in addressing the fund shortage and sustainable provision of agricultural advisory services. Hence, the the article attempts to expose the farmers’ willingness to pay (WTP) as agricultural extension in Bangladesh is experiencing chronic fund crisis.
Methodology: This study used contingent valuation method (CVM) for investigating farmers’ WTP. Logit and Tobit model was employed to assess the determinants of WTP and amount willing to pay (AWTP) respectively. Besides, different qualitative methods were employed to have a deeper understanding of the research problems.