Sustainable　green　economy　is　the　need　of　time,　and　eco-friendly　products　can　play　a　decisive　role　in　this　goal.　Low　consumption　of　eco-friendly　products　is　a　serious　concern　of　researchers　and　policymakers.　To　address　this　issue,　we　have　studied　the　phenomenon　in　a　developing　country　and　provided　insights　to　researchers　and　policymakers　about　the　factors　that　influence　the　consumers’　behaviour　in　developing　behaviour.　We　have　designed　an　integrated　model　based　on　UTAUT　to　study　the　developing　countries’　behavioural　intentions　towards　eco-friendly　products.　805　useable　sample　is　obtained　to　analyze　by　implying　SEM-ANN　dual-stage　hybrid　model.　Results　revealed　that　environmental　knowledge　is　a　significant　predictor　and　a　moderator,　but　consumers　are　less　educated　about　ecological　issues　in　developing　countries.　Results　also　revealed　that　male　and　female　consumers’　preferences　are　differently　influenced　by　factors　studied　to　measure　adoption　intentions　of　eco-friendly　products.　Sensitivity　analysis　results　revealed　that　social　influence　followed　by　effort　expectance　and　perceived　expectancy　of　eco-friendly　products　are　more　important　for　developing　countries’　customers.　The　study　also　provides　empirical　evidence　of　methodological　advancement　using　SEM-ANN　and　suggests　a　dual-stage　hybrid　model　in　studies　involving　human　behaviour.　Copyright　©　2022　Mustafa,　Hao,　Jamil,　Qiao　and　Nawaz.