Research findings indicate that there are various types or segments
of consumers according to their attitudes for green products
in the market. In order to improve the practical efficiency of green
supply chain networks, they must be designed considering the
customer segments. In this study, we defined three consumer
segments based on their purchasing behavior and their green
consciousness i.e., green consumers, inconsistent consumers and red
consumers. We proposed a goal programming model to optimize
the supply chain network for a retailer, which include manufacturers,
carriers and distribution centers, based on the green expectations
of consumer segments. We demonstrated the value of
the model on a hypothetical real-life-like example. Furthermore, in
order to understand the influence of a higher greenness determination
level on the solution, a set of scenarios was evaluated