Abstract:Based on the "Porter Hypothesis",the voluntary participation in environmental regulations is a kind of regulatory innovation, can it improve the R&D and innovation capabilities of heavily polluting enterprises? This paper selects the listed companies in the Shanghai-Shenzhen A-share heavy polluting industry from 2013 to 2017 as samples, and uses the PSM-DID and multiple linear regression models to test the impact of voluntary participation in environmental regulation on corporate R&D innovation and the regulation of government regulation and media attention. The results show that voluntary participatory environmental regulation is conducive to enterprise R&D and innovation, but government regulation and media attention have inhibited the promotion of voluntary participation in environmental regulation to corporate R&D innovation. Therefore, it is necessary to raise the level of corporate awareness of new environmental regulations. In addition, the correct role of government regulation and media attention needs to be appropriate and appropriate to effectively promote R&D and innovation.