The active introduction of environmental innovations into the activities of domestic enterprises within the framework of the concept of sustainable development requires an increase in the level of motivation for environmentally oriented activities and improvement of methodological approaches to the formation of environmental thinking of society. The paper considers the methodology of forming environmental awareness through raising public awareness of environmental issues, and, accordingly, the possibility of increasing the level of social responsibility, including among higher education students, which in turn will further encourage enterprise management to introduce environmental innovations. The development of the greening of higher education in Ukraine, the application of the competencies acquired by the applicant in the process of practical activity, the formed knowledge and values are transformed into beliefs that form the basis of the ecological worldview. The overall goal of forming a positive motivation of students to study environmental issues is to help transform existing unstable and ineffective unconscious motivations into mature, sustainable and positive attitudes towards nature in general and towards modern environmental problems in particular. The paper also discusses the prospects and challenges facing the further development of greening of higher education in Ukraine. These include the adaptation of curricula not only in the humanities but also in technical specialties to include environmental aspects in the educational process, the introduction of interdisciplinary programs and projects, as well as certain financial constraints. Achieving the goals of greening higher education in Ukraine requires systematic work and cooperation of stakeholders, students, and imposes on teachers the task of constantly updating the forms of education aimed at mastering specific types of professional activities, introducing various innovative teaching methods using information technology, etc.