This seems kind of doomed to fail. Amazon is appealing because it provides a good customer experience: good prices, fast shipping, wide variety of products, responsive customer service, etc. More local businesses fail to compete because they mostly offer the same things with worse prices and experience.

It's one thing to appeal to people's sense of civic responsibility for the environment, another thing entirely for commerce. Most people just wanna get their stuff easily and at a low price.

Now, there are some weaknesses Amazon has, like having to sift through a lot of cheap crap or copycat items while searching/browsing, as well as fake reviews. Maybe a website that offered most of Amazon's strengths while tackling its real flaws could be successful, but this doesn't look like that. It just looks like a half-hearted feel good measure to make it look like they're doing something.