The research explores the impact of environmental elements, such as social consumption motivation and altruistic and egoistic values, on consumers' attitudes and perceived effectiveness regarding the adoption and purchase of new sustainable goods. The stimulus-organism-response hypothesis provides the theoretical basis of the inquiry. The data were examined by structural equation modeling, with 824 answers gathered from Andhra Pradesh and Telangana using a non-probability sampling method. The study's results revealed that attitudes and perceived consumer effectiveness toward the purchase of innovative items were highly affected by altruistic and egoistic values, as well as social consumption motivating elements. Likewise, the attitude positively influenced perceived consumer effectiveness regarding the acquisition of new items, and perceived consumer effectiveness significantly affected consumer purchases of innovative products. Price sensitivity significantly moderates the association among attitude, perceived customer effectiveness, and purchase intention for innovative sustainable goods.