Market intermediaries, such as retailers, have been identified in the literature as an important, but largely untapped source of influence on the uptake of energy and water conserving products. Market intermediaries scored in the top ten of those players who would have the highest impact on the delivery of conservation initiatives (Ontario Integrated Power Supply Plan, 2007, p.7). However, a 2007 survey of Ontario residents commissioned by the Ontario Power Authority revealed that only 2% of respondents identified retailers as a source of information for energy conservation. This demonstrates that there is much progress that can be achieved in using market intermediaries as a tool in advancing overarching conservation goals.

This Industry Canada funded study focuses specifically on television and washing machine sales, which often require direct interaction between sales associates and consumers. When someone walks into a store to purchase one of these products, how does the store’s sales associate influence the model he/she decides to buy? Moreover, how does the store itself promote (or not) the sale of green products such as energy efficient appliances through price, placement and promotion of the product? Mystery shoppers will visit retailers in Waterloo Region and Halton Region to observe retail environments and interact with sales associates, with the goal of identifying how retailers influence consumer preferences for energy and water efficient televisions and washing machines.