Theory: Choice awareness theses

This chapter introduces the Choice Awareness theory. The theory deals with how to implement radical technological changes such as renewable energy systems, which will also imply organizational and institutional changes in society. With a reference to discourse and power theories, the Choice Awareness theory emphasizes the condition that different existing organizational interests will seek to keep radical technological changes out of the agenda at many levels. The Choice Awareness theory is based on the observation that, in many cases, this condition leads to a situation of no choice. As a society, we are subject to a collective perception that, e.g., “We have no choice but to build another coal-fired power station”. The Choice Awareness theory, however, maintains the claim that this is not true: We do have a choice. The theory tells us how to be aware of this choice, thus, enabling us to debate our common future and make better decisions.