To study the consumers’ behaviour towards Green products and Green

advertisement: An evaluation in NCR, India

Scheme of Investigation

Chapter I Introduction

Need and concept of green marketing, Green marketing and

Environment, Challenges to cater rapidly changing customer Preferences,
reasons for going green, Marketing mix of green marketing, Analysis of
different companies initiative towards green products, customer’s disbelief
about green products.

Chapter II Literature Review

Collection and survey of different related articles and literature, To find out
how it will help in proposed research.

Chapter III Research design and Methodology

Statement of the problem, Objective of the study, Research design,

Hypothesis, Scope of the study, Methods of data collection-Primary as well
as secondary, Tools and Technique adopted, Limitations of the study.

Chapter IV Consumer behaviour and Advertising

Theory of consumer behaviour, Formation of an attitude, Correspondence

between attitude and behaviour, Theory of Advertising, Consumer
behaviour and Advertising.

Chapter V Brand preference and advertising of green products

Concept of a brand, strategic relevance of branding, pros and cons of

branding product as a green product, Myths related to green product.
Factors affecting brand preferences, Concept of decision making,

1
 Procedure for buying decision in relation to green products, effect of
advertising on consumer decision making.

Chapter VI Choosing right green marketing strategies

Green consumer segment, The competitive landscape, Green marketing

strategy matrix, Choosing a right strategy and its implementation,
sustainable consumption

Chapter VII Analysis of findings

To test different hypothesis, To run different statistical tools, Analysis of

results and findings.

Chapter VIII Conclusion

Summary of findings and suggestion, conclusion.

Chapter IX Bibliography and References

2
3