Despite the lack of specific incentives, ground coupled heat pump (GCHP) installations are booming in Italy both in the private and public sectors. Such rapid growth is coupled with increasing concern for environmental and technical performances since no comprehensive regulation and reliable standards currently exist. This paper discusses potential schemes aimed at balancing mandatory and voluntary requirements by using SWOT1-based techniques and examining the opinions of sectoral leaders. The analysis suggests that standardization and voluntary schemes are perceived as efficient and effective tools to encourage the greening of Italian GCHP-SME(2)s in the short-term while laying the foundations for sustainable policies in the longer run. A potential scheme is discussed that was simulated by reflecting the supply-side of the market, and which involves process and product standards. (C) 2011 Elsevier Ltd. All rights reserved.