Design of Eco-Feedback Technology to Motivate Sustainable Behavior: Cultural Aspects in a Brazilian Context

The perceived lack of connection between global environmental problems and an individual’s immediate context is among the main reasons why people prove resistant to changing their decisions and actions towards a more sustainable way of life. By bridging this gap and better relating individual behavior to its local and global consequences, properly designed eco-feedback technology may evoke intrinsic and extrinsic motivations and may help to translate awareness into collective action. The concept of culture encompasses the way people relate to the environment and to technology. It influences the perception of control mechanism and guides individual and collective behavior. Considering cultural aspects when designing eco-feedback technology, thus, may improve its persuasive force. This paper presents a conceptual analysis of relevant cultural aspects of the Brazilian society that impact eco-feedback technology adoption and appropriation, and discusses new forms of communication and collaboration that support these processes.