The healthcare sector is responsible for 4.4% of global CO₂ emissions, with ineffective medical practices significantly contributing to environmental impact. International initiatives emphasize the need for de-implementation of non-sustainable practices, yet existing programs often fail due to cognitive and organizational resistance. Professional Noticing, the ability to perceive and reflect on relevant cues in complex professional situations, may serve as a key competence in fostering sustainable change. This article explores how Professional Noticing supports the identification and conscious unlearning of non-sustainable healthcare practices.

The study employs a qualitative research design, integrating a literature analysis with problem-centered interviews with medical professionals. Data collection was conducted through guided interviews with physicians from the public sector to identify individual and organizational barriers to unlearning. A qualitative content analysis was applied to examine patterns in perception, reflection, and decision-making processes in the context of de-implementation.

Findings indicate that Professional Noticing functions as a mechanism for fostering unlearning by enabling healthcare professionals to critically question non-sustainable routines. Cognitive factors (e.g., biases, selective attention), emotional resistance (e.g., fear of loss, identity conflicts), and organizational structures (e.g., path dependencies, hierarchical norms) influence the willingness to engage in de-implementation.

Keywords: Professional Noticing, Unlearning, De-Implementation, Evidence-Based Practice, Sustainable Healthcare.