Since its establishment in the early 1950s, the Greek Extension Service has undergone considerable changes. Especially after 1981, a bureaucratic–administrative role related to the implementation of the CAP has been undertaken. In parallel, in the international scene, governments have started experimenting with various cost-recovery mechanisms for extension. In front of such challenges, at both national and international levels, the current work intends to explore the willingness of young rural inhabitants to pay for advisory services. Drawing data from a large-scale survey and utilising probit analysis, the decomposition of the marginal effects of a series demographic, socioeconomic and spatial characteristics and information needs upon willingness to pay for extension is presented. The results show that under preconditions cost-recovery mechanisms may be employed in Greece; furthermore, it is argued that the Extension Service has to be restructured–reoriented.