Advancing green innovations in pharmaceutical firms towards societal development: nurturing customers' health and building loyalty

We investigated a complex model that dissects the connections between green innovation and customer health and loyalty. The findings provide light on the intricate processes that shape business-to-customer relationships in modern times. 582 valid responses were considered in the analysis from 610 pharmaceutical and medicine manufacturing firms in Jiangsu Province. The data was collected via a questionnaire from managers. SMART-PLS was used for the study's PLS-SEM data analysis. We discovered that product innovation, organizational culture and leadership, and regulatory environment influence customer health, well-being, and loyalty. We also found that customer health and well-being mediate between green innovation and customer loyalty. The results indicate the necessity of green innovation strategies for firms to enhance customer health and loyalty. Enterprises should prioritize fostering a culture that places the customer at the centre and prioritizes meeting their needs. Policymakers should encourage compliance efforts and initiatives to boost customer well-being and loyalty.