Name: Sankalp Purwar , Rachna Bisth
Country: India

Year: 2026
Volume: Volume-13, Issue-1 (January-June)
Page Number: 375-389
DOI: https://doi.org/10.5281/zenodo.20844559

Green chemistry has started to seem like some kind of sustainable way of working in the pharmaceutical industry, more or less cantered on keeping dangerous chemicals down, reducing waste, making energy usage more efficient and nudging drug development toward a more environmentally responsible path. Even so, while more and more companies are adopting green chemistry practices there isn’t really a lot of solid empirical proof about how those decisions actually steer what consumers think, or how it affects a pharmaceutical brand image in real life. So, in this study, we look at how green chemistry practices shape consumer perception as well as pharmaceutical brand image. The research tries to examine in detail how green chemistry practices tie into consumer trust , environmental awareness, purchase intention and brand image yes, those are the major connections we focus on. Method wise, a quantitative research approach was used with a structured questionnaire given to 150 respondents, and the respondents were picked via stratified random sampling. After that the data was handled using descriptive statistics, reliability analysis, factor analysis, correlation,
and regression. The findings suggest that green chemistry practices do make a noticeable difference, they significantly improve consumer perception, and they also enhance pharmaceutical brand image in a positive direction. All things considered, this study indicates that sustainable drug development is kind of strategic because it can back brand reputation, support customer loyalty, reinforce environmental responsibility, and help maintain long term competitiveness in the pharmaceutical industry.