The Eco Mark program serves to promote environment-friendly lifestyles (ecological lifestyles) through wise product choices. A committee composed of academics, governments, consumer groups, and experts from various industries sets standards and carries out the certification. The Eco Mark is awarded to products with relatively less environmental impact compared to similar products, during their entire life cycle, from extracting and collecting the product materials, to the manufacturing, distribution, use and consumption, disposal, and recycling. After screening eco-friendly products submitted for approval by manufacturers, the JEA certifies and publicizes products qualifying for the Eco Mark.

The Eco Mark program is intended as a means of offering a choice of products with a lower environmental impact; however excess use of Eco Mark products does not lead to an environmentally sound society. Also, the Eco Mark program is not intended to protect the consumer's direct benefit such as product quality and safety.