Theconsumption-basedeconomyhascreatedenormousecologicalfootprintofproductandservicelife
cycles.Therefore,theenvironmentalsustainabilityhasbecomeoneofthemajorconcernsoftoday's
societyandsparkedtremendousamountofresearch.Accordingtotherelatedliteratureanalysis,thereis
nospecificstudytodesignthegreensupplychainnetworkbasedonconsumers'greenexpectations.This
studyaimstocontributetothefulfillmentofthisresearchgapbyproposingagoal-programmingmodel
consideringthreeconsumersegments,i.e.,green,inconsistentandredconsumers.Ahypotheticalreal-
life-likeexampleproblemissolvedtodemonstrateclearlythevalueandapplicabilityoftheproposed
model.Asetofscenariosisalsostudiedtoofferaninsightonhowtheconsumerdeterminationlevelof
greennessaffectsthegreensupplynetwork.The findingsofthestudypresentawaytomeasurethe
relationsbetweengreensupplychainsandconsumerbehavior.