Environmental issues are the key to the healthy development of the China’s ecological economy. In order to respond to high-quality economic development, actively releasing environmental responsibility signals to promote the development of green technology innovation is an inevitable way for companies, especially the effect of online public opinion brought by Internet media. At the present moment, the external public opinion pressure of the media public has become a new driving force for enterprises to carry out green innovation activities. Based on this, according to the resource-based view, signal transmission theory, and information asymmetry theory, from the perspective of environmental responsibility, this article tentatively explores the internal mechanism of informal environmental regulations, such as the public and media external public opinion pressure on the corporate green technological innovation capability. Introduce environmental protection investment as a moderating variable, construct corresponding theoretical models, and conduct empirical research using fixed-effects model based on data of heavily polluting listed companies from 2012 to 2018. The results show that: Firstly, public attention has a significant positive impact on corporate green technology innovation, indicating that the higher the public’s enthusiasm for participating in environmental pollution control, the stronger the company’s motivation for active R D and innovation; Secondly, there is an "inverted U-shape" between media attention and corporate green technology innovation Moderate media attention can effectively stimulate the enterprise’s desire to innovate. When the media attention is too strong, it will easily burden the enterprise, which is not conducive to innovation; there is a significant interaction between public attention and media attention, and it is improving the company’s green There is a substitution effect in technological innovation; environmental responsibility has a completely intermediary effect in the non-linear relationship between media attention and corporate green technological innovation. Based on the "magnifying glass" function of the media public, it encourages companies to actively perform environmental responsibilities and improve green technological innovation capabilities; Investment strengthens the nonlinear relationship between media attention and corporate green technological innovation, but weakens the impact of public attention on corporate green technological innovation. Thirdly, there is a significant interaction between public attention and media attention, and they have a substitution effect in improving corporate green technological innovation; Fourthly, Environmental responsibility plays a completely intermediary role in the non-linear relationship between media attention and corporate green technology innovation. Based on the "magnifying glass" function of the media public, it encourages companies to actively perform environmental responsibilities and improve green technology innovation capabilities; Fifthly, Environmental protection investment strengthens the nonlinear relationship between media attention and corporate green technological innovation, but weakens the impact of public attention on corporate green technological innovation..