The consumption-based economy has created enormous ecological footprint of product and service life cycles. Therefore, the environmental sustain ability has become one of the major concerns of today's society and sparked tremendous amount of research. According to the related literature analysis, there is no specific study to design the green supply chain net work based on consumers' green expectations. This study aims to contribute to the fulfillment of this research gap by proposing a goal-programming model considering three consumer segments ,i.e., green, in consistent and red consumers. A hypothetical real-life like example problem issolved to demonstrate clearly the value and applicability of the proposed model. A set of scenarios is also studied to offer a ninsight on how the consumer determination level of greenness affects the green supply network. The findings of the study present away to measure the relations between green supply chains and consumer behavior.