Evaluation of Caricature Function on Shiraz Jihad Agriculture Organization Experts, Attitude Change Concerning Sustainable Agriculture

Changing agricultural experts' attitude toward sustainability principles and perceptions is essential to create sustainable agriculture. Various studies had shown that permanent changes are not easily accessible to maintain ecological values. Therefore preparing effective information channels and precautions leading to communication system firmness are important challenges ahead. The purpose of the present research was the evaluation of caricature effects on attitude change of Jihad Agriculture Organization experts concerning sustainable agriculture in Shiraz. A Quasi-experimental research method was devised for three groups consisting of two experimental and one control group. A Pre- and a Post-test were also administered. Eighty experts from Jihad Agriculture Organization were selected in a simple randomized sampling manner. Based on research theories, questions were devised and data were collected through a questionnaire. Its validity and reliability were determined by specialists and Cronbach's Alpha, respectively. The results indicated that workshops had changed experts' attitude toward sustainability principles and perceptions and workshops with caricature had the most influences on the change of attitudes. Thus the use of caricature is significant to establish sustainable agricultural principles and perceptions in experts at local level conditions.