Unveiling the Dual Mechanisms of Public Environmental Concern on Green Innovation Quality: The Interplay Between External Pressure and Internal Motivation

Numerous studies have examined how environmental restrictions affect innovation behavior; however, there has not been enough research focused on how public environmental concerns affect green innovation. This paper utilizes panel data of 4607 Chinese A-share listed companies (29,877 firm-year observations) over the period of 2011–2022 and constructs a dual fixed-effects model to investigate the impact of public environmental concern (PEC) on green innovation quality. Furthermore, we explore the mechanisms underlying this influence through the lenses of external pressure and internal motivation, and the moderating effect of digital transformation. The findings reveal the following: (1) Public concern about environmental issues is positively correlated with the green innovation quality. For every 1% increase in PEC, the companies’ green innovation quality will increase by 0.013%. (2) PEC forces firms to improve the green innovation quality through pressure from institutional investors, while pushing firms to boost the green innovation quality by stimulating ESG performance. (3) Digital transformation reinforces the impact of PEC on the green innovation quality. (4) PEC is more sensitive to the impact of green innovation quality in high-tech and non-heavy-polluting companies, and the enhancement effect is more pronounced in the eastern and western districts. Besides expanding the insights into the factors influencing the green innovation quality, this study also gives pragmatic guidance for governments and companies to enhance the green innovation quality, address environmental challenges, and achieve sustainable development.