Abstract
The expansion of the online marketplace changed the way many people consume products and information by allowing consumers to conduct increasing amounts of pre-purchase research. Many organizations developed online tools to help consumers efficiently find and use environmental information to make more sustainable purchase decisions. In this paper I explore the impact and efficacy of these online environmental infomediaries through an analysis of their history, methods, and impact. Using a framework developed from Ulrich Beck’s theory of the Risk Society and Bettman’s theory of contingent decision making, I conducted a preliminary case study of GoodGuide.com, a well-known online environmental infomediary. Based on this framework, I found that effective online environmental infomediaries (1) target educated, internet-savvy, leisure- and trend-oriented consumers; (2) focus on high-risk, non-convenience purchases; (3) provide visually appealing and interactive tools; (4) ensure information tools are easy to use and understand; (5) employ a clear and transparent methodology; and (6) satisfy consumers’ expectations of their efficacy. GoodGuide.com excelled at several of these criteria, but its opaque methodology and failure to meet most consumers’ expectations may threaten its long-term viability.