NEW YORK (AP) – Most consumers probably associate eBay Inc. more with vintage lunch boxes and low-priced electronics than with laptop bags made from recycled plastic by women in New Delhi.

The online auction operator is trying to change that perception with WorldofGood.com, a Web that launched Wednesday to sell goods produced with social and environmental goals in mind.

EBay developed the site with World of Good Inc., a startup focused on “ethical supply chains” behind consumer products, and licensed the group’s name for the marketplace. World of Good will get a share of the revenue from the site, which had been operating for the past six months as an online community focused on the social impact of business.

The site sells fixed-price goods that purportedly have some positive effect on people and the planet. The goal is to help consumers align their social values with their shopping decisions, WorldofGood.com general manager Robert Chatwani said.

Shoppers can search for products by certain social or environmental categories, revealing, for example, a photo of the man who produced the fair-trade coffee you’re interested in buying, details of its origins and whether some of the proceeds support a charitable cause.

Read more on CNN.com

written by Andrew