Abstract:Aiming at market-oriented regulation, this paper studies its impact on green technological innovation and its mechanism from the micro perspective of enterprises. Under the research framework of market-oriented environmental regulation, risk-taking level, environmental responsibility and green technological innovation, this paper takes listed companies in Shanghai and Shenzhen A-shares from 2010 to 2019 as research samples and adopts Tobit model. Results show that: (1) Market-oriented environmental regulation promotes green technological innovation of enterprises and this impact is long-lasting; (2) The level of risk-taking can enhance the positive impact of market-oriented environmental regulation on green technological innovation while environmental responsibility plays a partial mediating role; (3) Market-oriented environmental regulation has a stronger promotion effect on green technological innovation of heavy polluting industries and small-sized enterprises. Therefore, enterprises should reasonably control the level of risk-taking, strengthen environmental responsibility and actively carry out green technology innovation, so as to win long-term competitive advantage.