ABSTRACT: Purpose: The increase in competitiveness has provoked a challenge in sustainability of the product in the long run. This has led to the challenge in identifying the factors which cater to product sustainability. The variables green product knowledge and green product attitude are identified as sustainability predictors from the literature and further their relationship values are measured using regression. Design/methodology/approach: Questionnaire was developed from various literature sources. Targeted sampling technique was used for collecting the samples from the population. 118 data were collected from various green product retail outlets in Chennai, India. Findings/results: The findings of the study, indicates the strong association between the variables green product knowledge, green product attitude and Sustainability. Also, green product attitude predicts nearly 61% and green product knowledge predicts 56% of product sustainability. Attitude positively mediates between green product knowledge and green product sustainability. Practical Implication: To spotlight the issues of green product sustainability which is currently growing? From the results, green product knowledge and attitude has to be engaged to the people through advertisements via various media. This would aid in increasing the awareness and demand for green products. Originality/ Value: The article addresses the issues of sustainability for the green product. The article also further analysis the various factors which can influence sustainability of the green products.