Environment friendly processes, or environmental-friendly processes (also referred to as eco-friendly, nature-friendly, and green), are sustainability and marketing terms referring to goods and services, laws, guidelines and policies that claim reduced, minimal, or no harm upon ecosystems or the environment.

Companies use these ambiguous terms to promote goods and services, sometimes with additional, more specific certifications, such as ecolabels. Their overuse can be referred to as greenwashing. To ensure the successful meeting of Sustainable Development Goals (SDGs) companies are advised to employ environmental friendly processes in their production. Specifically, Sustainable Development Goal 12 measures 11 targets and 13 indicators "to ensure sustainable consumption and production patterns".

The International Organization for Standardization has developed ISO 14020 and ISO 14024 to establish principles and procedures for environmental labels and declarations that certifiers and eco-labellers should follow. In particular, these standards relate to the avoidance of financial conflicts of interest, the use of sound scientific methods and accepted test procedures, and openness and transparency in the setting of standards.

Products located in members of the European Union can use the EU Ecolabel pending the EU's approval. EMAS is another EU label that signifies whether an organization management is green as opposed to the product. Germany also uses the Blue Angel, based on Germany's standard.

In Europe, there are many different ways that companies are using environmentally friendly processes, eco-friendly labels, and overall changing guidelines to ensure that there is less harm being done to the environment and ecosystems while their products are being made. In Europe, for example, many companies are already using EMAS^{[citation needed]} labels to show that their products are friendly.

Many companies in Europe make putting eco-labels on their products a top-priority since it can result to an increase in sales when there are eco-labels on these products. In Europe specifically, a study was conducted that shows a connection between eco-labels and the purchasing of fish: "Our results show a significant connection between the desire for eco-labeling and seafood features, especially the freshness of the fish, the geographical origin of the fish and the wild vs farmed origin of the fish". This article shows that eco-labels are not only reflecting a positive impact on the environment when it comes to creating and preserving products, but also increase sales. However, not all European countries agree on whether certain products, especially fish, should have eco-labels. In the same article, it is remarked: "Surprisingly, the country effect on the probability of accepting a fish eco-label is tricky to interpret. The countries with the highest level of eco-labeling acceptability are Belgium and France". According to the same analysis and statistics, France and Belgium are most likely of accepting these eco-labels.

In the United States, environmental marketing claims require caution. Ambiguous titles such as environmentally friendly can be confusing without a specific definition; some regulators are providing guidance. The United States Environmental Protection Agency has deemed some ecolabels misleading in determining whether a product is truly "green".

In Canada, one label is that of the Environmental Choice Program. Created in 1988, only products approved by the program are allowed to display the label.