The study examines the influence of green factors, including social consumption motivation and altruistic and egoistic values, on the attitude and perceived efficacy of consumers in the adoption and purchase of innovative sustainable products. The stimulus organism response theory serves as the theoretical foundation of the investigation. The data were analyzed using structural equation modeling, and 824 responses were collected from Andhra Pradesh and Telangana state using a non-probability sampling procedure. The findings of the study indicated that the attitude and perceived consumer effectiveness toward the purchase of innovative products were significantly influenced by altruistic, egoistic values, and social consumption motivation factors. Similarly, the attitude had a positive impact on the perceived consumer effectiveness toward the purchase of innovative products, and the perceived consumer effectiveness had a significant impact on the consumer purchasing of innovative products.