The objectives of the paper were to present the role of the advisory service in the system of knowledge and innovation transfer, to empirically determine the attitudes and opinions of farmers on the importance of innovation and the role of the advisory service in spreading and accepting it in agricultural economy and to determine wheter there are differences in the attitudes of agricultural producers with regard to selected socio-demographic characteristics. The survey was conducted in 2021 on a sample of 30 farms from Slavonia through an online survey. The results of the research showed that most farmers have positive attitudes about technological innovations and are prone to innovation, and no statistically significant differences in propensity were found with regard to age and level of education. Almost two thirds of the respondents believe that without technological innovations there is no progress in agriculture and that the introduction of innovations has a positive effect on product quality and innovative solutions reduce production costs. One third of them believe that the transfer of innovation is an integral part of the work of the advisory service, but still a small number of them have cooperated with the advisory service on the issue of introducing innovations. Most respondents opt for the Internet as a means of informing about innovations in agriculture, which is used by 96.7% of respondents. A statistically significant difference was found in the use of the Internet as a channel of information with regard to the age of the respondents. About 43% of respondents believe that the advisory service is not the most important channel for transmitting innovation to farmers, while advisory service helped almost the same share of respondents to solve some problems in the economy. No statistically significant differences were found in the attitudes and opinions on the work of the advisory service and the role in the dissemination of innovation with regard to the selected socio-demographic characteristics.