An Intuition-Based Approach to Sustainable ICT: Insights from Eco-Ethica

Abstract

In this chapter we draw on the Japanese philosopher Tomonobu Imamichi in order to further develop our understanding of the relationship between Information and Communications Technology (ICT) and ecological sustainability. Our main contribution is an intuition-based approach to design for sustainability, which, for instance, means to design ICT products in a way that invokes feelings of wastefulness or misuse if used in an unsustainable manner. In contrast to persuasive approaches – which have mainly focused on raising awareness, nudging decisions, or stimulating positive behavior through gamification – we rely on the human tendency to unconsciously and effortlessly formulate mental heuristics or intuitions, when exposed to consistent feedback. The claim is that people can learn to associate perceptual cues with environmental impact, and by that will be empowered to make more sustainable choices. Based on the implications of Imamichi’s Eco-ethica, we suggest that this approach can be more fruitful for encouraging sustainable choices than both awareness raising and behavior manipulation.