This study focuses on the diffusion process of technological innovations in high-performance construction materials (HPCMs) within the field of transportation engineering. The aim is to explore the impact of various factors on this process through modeling and simulation. The research employs a multi-agent modeling approach to construct a simulation model of the diffusion of technological innovations of HPCMs among firms and owners. It analyzes the impact of firms’ strategy choices, knowledge sharing, and government policies on the diffusion of technological innovations of HPCMs. Through simulation experiments, this study reveals the impact of the proportion of firms choosing followership or innovation strategies on the efficiency of technology diffusion within complex networks, as well as the double-edged effect of knowledge sharing. Additionally, the findings indicate that adjustments of government policies at different stages of diffusion have a significant impact on market dynamics. This study provides theoretical foundations and practical recommendations for promoting the research and application of high-performance construction materials, thereby advancing green and sustainable development in transportation engineering.