I would avoid using "eco-friendly" as a standalone claim.
It is too broad. Consumers may interpret it as meaning the product is better across climate impact, toxicity, waste, resource use, and end-of-life performance.
Specific claims are more useful and more defensible, for example:
- contains X% bamboo fiber by weight;
- contains X% verified biobased content;
- made with X% post-consumer recycled material;
- certified commercially compostable;
- packaging made from recyclable paperboard;
- product tested for a stated performance standard.
The narrower and more measurable the claim, the easier it is for a customer to understand what is actually different.