The purpose of this paper is to deal with the tradeoff that exists between the green consumer behavior and sustainable product features. The relation between them is complex and less explored. The mutual relationship between them involves various concepts, so this study makes use of the existing tool called hybrid multi-criterion decision-making (MCDM) method to prioritize the factors influencing sustainable product design in the context of green consumer behavior. The hybrid MCDM method AHP–ELECTRE II technique was used in this study to investigate the relationship between the green consumer behavior and sustainable product features. The practical applicability of this method was also proven in this paper using a case study done in an automotive manufacturing organization. Further the study reveals the most important determinants that a green consumer would look for while purchasing any product or service. © 2021, Springer Nature Singapore Pte Ltd.