Since the last decade, consumers pay more attention towards green products, and so, there is a sudden increase in the demand of herbal products for health care and beauty care, not only among the women, but also among the male youth. The present study is an attempt to understand the buying behaviour of male youth towards the herbal products. Both primary and secondary data were used for conducting the study. For primary data, 320 questionnaires were distributed among the boys is three hostels of Jammu University; however, only 310 responses were derived, resulting in a response rate of 96.8%. Secondary data were collected using the Internet and journals. Raw data from 310 respondents was purified using factor analysis, and analysed using regression and correlation test. It is found that the male youth give importance to the brand along with the performance of the herbal products. It is suggested that marketers should properly promote the herbal products among the male youth, through advertisements and periodical awareness campaigns; fix reasonable price for the herbal products, considering the disposable income of the various classes; conduct periodic upgradation of product attributes in accordance with the demands of the male youth; introduce more herbal products with positive health features, and so on.