There are numerous products on the market that claim to have some sort of environmental credentials. It appears that many of these companies and products are just trying to increase their market stakes by "cashing in" on the new trend of environmental consciousness by the consumer. This does however mean that many products labelled as "environmentally friendly" or "eco" are in fact no better for the environment than the traditional product or might even be worse in some cases. This green labelling of these products incorrectly or falsely is called greenwashing.
I saw an interesting take on what should be considered an appropriately environmentally friendly product. This angle considered that the entire life cycle of the product needed to be environmentally friendly. Now, what does this mean? The idea is that every step in its production and demise are appropriate for the environment or sustainable. The concept of cradle to grave is introduced.
Now actually finding a product that is sustainable and environmentally friendly may be difficult and lack of information also plays a part in the misinformation of the consumer. Best of luck.