<p>This research investigates how distinct forms of motivation, altruistic and egoistic, influence customers’ purchasing intentions for green products. Three hundred respondents were surveyed using a structured questionnaire to obtain the data. This quantitative study employs the structured equation model (SEM) approach. Data were analyzed by Smart PLS version 4.1.0.8 using the PLS algorithm and bootstrapping. The study results indicated that health, economic, and social concerns positively correlated with altruistic and egoistic motivation. In contrast, political concerns had no impact on altruistic and egoistic motivation. The study also showed altruistic and egoistic motivation significantly and positively influenced green product purchase intention. The results show that altruistic motivations often increase purchase intention for green items by appealing to people’s desire to contribute positively to environmental sustainability. This study has elucidated sustainable consumption behaviors, including the consumption of green products, and identified the most influential motivational factors. Additionally, it conveys a clear message to policymakers, enabling them to promote consumer adoption of green products.</p>