Abstract This study aims to analyze the innovation strategies for the green supply chain management with QFD (quality function deployment) multidimensionally. The novelty of the study is to define the criteria of green supply chain for each stage of QFD and propose a hybrid model by IVIF (interval-valued intuitionistic fuzzy) DEMATEL (decision making trial and evaluation laboratory) and IVIF MOORA (Multi-Objective Optimization by Ratio Analysis) respectively. The results demonstrate that understanding the customer expectations with customer relation management is the most important innovation strategy for the green supply chain management in energy industry with the consecutive stages of QFD whereas benchmarking the competitive market environment has relatively the last seat in the ranking. Hence, it is recommended that energy companies should have an effective customer relationship management. In this context, these companies should make a detailed analysis to learn what their customers directly expect from them. With the help of this issue, these companies should generate their product and services based on these expectations. Additionally, it is also stated that new service and product development is also essential for energy companies to improve their innovativeness. For this purpose, a research and development department should be created, and the qualified people should be employed. Additionally, different opinions should be collected from various parties, such as customers, employees, and suppliers. Since customers who are satisfied will prefer these companies, the energy companies can catch the opportunity to increase their market share.