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Market-oriented green innovation is receiving increasing attention. However, due to the dominance of traditional technologies and the underdevelopment of green technology capabilities, the speed at which green innovation enters the market is slow. Overcoming competitive disadvantages for latecomer green innovations has become a key issue to be solved. Disruptive innovation theory provides latecomers with opportunities for leapfrog development. Combined with the theory of disruptive innovation and green innovation, this study proposes a new model for market-oriented green innovation – disruptive green innovation. This study then attempts to develop a scale of disruptive green innovation. Through qualitative methods such as literature deduction, interview induction and expert screening, the initial items of disruptive green innovation are set up. Through quantitative methods such as pretests and large sample tests, the initial items are refined and analyzed. Finally, the scale of disruptive green innovation composed of seven items is developed. This study not only provides important theoretical guidance for the market strategy deployment of green innovation in China and clear measurement tools for follow-up research but also provides important practical enlightenment for green innovation to catch up in the fierce market competition.

Market-oriented green innovation model: conceptualisation and scale development of disruptive green innovation