What is an "ECOPLA"?

Ok. You go to your local hobby store. You buy a Gundam model kit. "It's kinda strange", you thought. The box is black & white for some reason. Unfortunately, you can't read Japanese. "Maybe it's a limited edition?" is what came to mind while you're staring at the box. But then you thought "If it's a limited edition, why is it this cheap?". It looks just like a normal Gunpla kit (except for the black & white box, that is) and the only thing that you see that's out of place is an "ECOPLA" text/logo that's printed around the box. Hmmm... "Eco.. Pla..?" As you open the box, you're surprised. But not really. This is my first impression when I bought an "ECOPLA" Gundam Model Kit. And if you've bought one in the past, this is probably what your reaction is like as well.

Have you bought a Gunpla that had this logo before?

So, what is an "ECOPLA"?