环境友善（又称环境友好、自然友善或绿**好）一词用来指一个商品、服务、建筑、法律或政策对环境所造成的损害较少。此外，为了让消费者能够了解，通常受认证的环境友好商品或服务会粘贴一个生态标签，例如能源之星（Energy Star）、北欧天鹅（Nordic swan）等。但由于国际上对于此概念尚无一致的定义，所以国际标准化组织（英语：International Organization for Standardization，简称ISO）认为「环境友善」这个标签太模糊，是没有意义的。

Environmentally friendly, environment-friendly, eco-friendly, nature-friendly, and green are marketing terms referring to goods and services, laws, guidelines and policies that inflict 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.