diff --git a/src/cli.rs b/src/cli.rs
index 0c058ce0..23c118e2 100644
--- a/src/cli.rs
+++ b/src/cli.rs
@@ -24,6 +24,23 @@ pub fn parse_n_requests(s: &str) -> Result<usize, String> {
     }
 }
 
+pub fn parse_no_color(s: &str) -> Result<bool, String> {
+    Ok(!s.is_empty())
+}
+
+#[cfg(test)]
+mod tests {
+    use super::parse_no_color;
+
+    #[test]
+    fn test_parse_no_color() {
+        assert!(!parse_no_color("").unwrap());
+        assert!(parse_no_color("1").unwrap());
+        assert!(parse_no_color("true").unwrap());
+        assert!(parse_no_color("false").unwrap());
+    }
+}
+
 /// An entry specified by `connect-to` to override DNS resolution and default
 /// port numbers. For example, `example.org:80:localhost:5000` will connect to
 /// `localhost:5000` whenever `http://example.org` is requested.
diff --git a/src/lib.rs b/src/lib.rs
index 7cb3545c..db144066 100644
--- a/src/lib.rs
+++ b/src/lib.rs
@@ -282,7 +282,10 @@ Note: if used several times for the same host:port:target_host:target_port, a ra
         help = "Disable the color scheme.",
         alias = "disable-color",
         long = "no-color",
-        env = "NO_COLOR"
+        env = "NO_COLOR",
+        default_value = "",
+        default_missing_value = "true",
+        value_parser = cli::parse_no_color
     )]
     no_color: bool,
     #[cfg(unix)]
diff --git a/tests/tests.rs b/tests/tests.rs
index 73efd042..cf4c50ee 100644
--- a/tests/tests.rs
+++ b/tests/tests.rs
@@ -11,7 +11,7 @@ use std::{
 
 use axum::{Router, extract::Path, response::Redirect, routing::get};
 use bytes::Bytes;
-use clap::Parser;
+use clap::{CommandFactory, Parser};
 use http::{HeaderMap, Request, Response};
 use http_body_util::BodyExt;
 use http_mitm_proxy::MitmProxy;
@@ -36,6 +36,35 @@ async fn run<'a>(args: impl Iterator<Item = &'a str>) {
     oha::run(opts).await.unwrap();
 }
 
+#[test]
+fn test_no_color_env_convention() {
+    for value in ["1", ""] {
+        let status = std::process::Command::new(env!("CARGO_BIN_EXE_oha"))
+            .args([
+                "http://127.0.0.1:9",
+                "-n",
+                "1",
+                "--no-tui",
+                "--output-format",
+                "quiet",
+            ])
+            .env("NO_COLOR", value)
+            .status()
+            .unwrap();
+
+        assert!(status.success());
+    }
+}
+
+#[test]
+fn test_no_color_cli_flag() {
+    let matches = oha::Opts::command()
+        .mut_arg("no_color", |arg| arg.env(None))
+        .try_get_matches_from(["oha", "--no-color", "http://example.com"])
+        .unwrap();
+    assert!(matches.get_flag("no_color"));
+}
+
 // Port 5111- is reserved for testing
 static PORT: AtomicU16 = AtomicU16::new(5111);