IntroductionWhether digital technologies can deliver productivity leaps while safeguarding environmental bottom lines is a core issue shaping the path of high-quality development.MethodsUsing the pilot demonstration projects of Industrial Internet Construction (IIC) as a quasi-natural experiment, this paper systematically investigates the dual effects of IIC on enterprises’ new quality productivity cultivation and pollution emissions via the multi-period difference-in-differences (DID) method.ResultsThe results show that the IIC significantly boosts enterprises’ green total factor productivity (GTFP), and this effect is primarily driven by improvements in green technical efficiency, whereas the contribution of green technological progress remains insignificant. Meanwhile, the policy drives a notable increase in the total volume of enterprise pollution emissions, evidencing an environmental backfire effect at the firm level, with the scale rebound effect as the core driver of rising total emissions. Heterogeneity analysis reveals that the policy effects are more pronounced in state-owned enterprises and manufacturing firms, but relatively muted in high-tech industries. Enterprises with weaker market power face stronger emission rebound pressure, and firms with weaker long-term orientation exhibit larger environmental costs. Further analysis indicates that IIC generally promotes green innovation among enterprises, yet the green innovation response is weaker among firms facing faster growth pressure.DiscussionThis study provides micro-level empirical evidence for designing industrial policies that balance efficiency gains and emission regulation.