How public green attention influences green technological innovation: insights from Baidu’s keyword index

Abstract With rising environmental awareness, public attention has become an important external force shaping corporate green behaviour. Using Baidu search data to measure public green attention (PGA), this paper examines its impact on green technological innovation (GTI) among 1543 Chinese listed firms from 2011 to 2022. Employing a high-dimensional fixed-effects model, we find that PGA significantly promotes GTI, and the conclusion holds under alternative specifications. Heterogeneity analysis shows that this effect is stronger in firms and regions with more favourable conditions. Mechanism analysis indicates that PGA stimulates GTI mainly by strengthening environmental regulation, enhancing corporate social responsibility and reducing agency costs. Further analysis reveals that PGA-induced GTI leads to better Environmental, Social and Governance performance, lower business risk and improved operational outcomes. Overall, the results highlight the important role of public attention in advancing corporate green innovation and sustainability.