FACTORS OF GREEN INNOVATION IN PHARMA SECTOR: WITH REFERENCE TO SELECT PHARMA SECTOR COMPANIES IN NORTH COASTAL ANDHRA PRADESH, INDIA

After covid-19 society’s perspective towards environment is completely changed. People started purchasing environmentally friendly products. In this context, number of researchers on the green innovation also increased. People started investigating which are the factors influencing green innovation in the organization. Majority of the people understood green innovation in terms of the green product development. Therefore, green innovation outcomes are measured by number of green products invented, but it is partially correct. In the business environment it is said that when organizations looking for sea around change it is important that organization’s policies and practices must be in accordance to the change. In this context the current research examines the company’s administrative policies and practices applicability for the green innovation in the study area. Keywords: Green Innovation, Green Policies, Green Practices, Environmental Impact, Green Products.