Purpose – Sustainable supply chain management (SSCM) is a new subfield of supply chain management. The purpose of this research is to develop a framework for assessing the impact of agile new product development (ANPD) practices on the environmental SSCM performance. Design/methodology/approach – The ANPD practices and SSCM environmental performance metrics (SEPMs) are identified through the literature review. The shortlisted ANPD practices are categorized into five major criteria each with an own set of sub-criteria. A four-level conceptual framework is developed. The weights of these ANPD practices are computed using the Pythagorean fuzzy Analytical Hierarchy Process (PFAHP), and the SEPMs are ranked using the Pythagorean fuzzy Combined Compromise Solution (PFCoCoSo). Findings – The results show that the major criterion “Innovation Aspects” is the most important with a weightage of 0.2368, followed by “Policy Aspects” having 0.2228, “Technology Aspects” with 0.1959, “Organisation Aspects” having 0.1786 and “Executive Aspects” with 0.1658 weightage. The SEPMs “Frequency of NPD” is ranked first with an assessment value (Ki) of 2.5569, followed by “Lead time reduction” and “Number of design iterations” with Ki of 2.4482 and 2.3897, respectively. The research findings show that the ANPD practices like customer need assessment, availability of multidisciplinary team and Industry 4.0 technology usage contribute more to achieving environmental SSCM. Practical implications – Managers can enhance environmental SSCM performance by adopting the ANPD practices and prioritizing SEPMs. Corporate effectiveness will be increased by the practices that promote SSCM and the use of technological innovations. Originality/value – This study identified a unique set of 22 performance metrics that quantitatively measure NPD performance as well as environmental SSCM performance by adopting the 31 ANPD practices that were shortlisted. The proposed framework is a novel synthesis of literatur