CEO shares a new way for socially conscious consumers to buy online by turning e-tracking to their benefit.

Data has become a four-letter word when it comes to online shopping — consumers often have to worry about companies selling their personal information or hackers stealing their account information; however, Diana Verde Nieto of Positive Luxury, an online boutique, has found a way to redeem the term. At PSFK CONFERENCE LONDON, she shared how her company is bringing responsible shopping to the internet by tracking if companies are using ethical practices and buying from quality vendors.

Nieto argues that if consumers could easily track where their products are coming from, they would be more inclined to make environmentally-smart decisions. According to the 2012 ConeGreen Trend Tracker, 90% of consumers expect companies to make socially and environmentally friendly products and 77% would boycott a business if they felt misled.

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