<p>Are transgenerational control intentions the tremendous shot in the arm for green transformation in family businesses? Drawing upon regulatory focus theory perspective, we argue that family firms with transgenerational control intentions tend to develop both compliant and strategic green innovations. Stakeholder orientation serves as a key mediator between transgenerational control intentions and compliant green innovation, while entrepreneurial orientation mediates the relationship between transgenerational control intentions and strategic green innovation. The positive relationship between transgenerational control intentions and compliant green innovation is particularly pronounced when family firms face higher levels of performance shortfalls and media coverage. Media coverage amplifies the positive impact of transgenerational control intentions on strategic green innovation, whereas performance shortfalls attenuate this impact. Employing fast Poisson estimation with high-dimensional fixed effects, we find empirical support for our argument. Our study not only expands the investigation into drivers of green innovation from the perspective of future family control but also contributes new insights to discussions on innovation within environmental contexts by categorizing green innovation into compliant and strategic perspectives. Furthermore, we extend the scope and explanatory power of regulatory focus theory.</p>