The issue of awareness, recognition and promotion of the agri-environmental efforts of agricultural producers has been a pressing concern in recent years, at least in public discourse. Faced with societal expectations and demands for exemplary behaviour that they perceive as increasingly high, producers feel that they alone must bear the responsibility for the negative externalities of their agricultural production. To address this perception, the Plan d'agriculture durable (PAD) has focused on creating a compensation programme to reward agricultural producers for the agri-environmental efforts they make.

In this study, the authors examine the factors that influence Quebecers' perceptions of the sustainability of their agriculture and how they view the responsibility of the various stakeholders in the agricultural sector in managing sustainability issues designated as high priority. Certain avenues for reflection are suggested in order to better reconcile the practices of agricultural stakeholders with citizens' societal expectations.