Efficient water-saving appliances are an essential part of changing water consumption toward a more sustainable future. Unlike previous studies, this research focuses on egoistic and altruistic values as determinants of consumers' willingness to buy efficient water-saving appliances. In this study, a convenient sampling technique was used to solicit data from 308 potential consumers. Using a two-step structural equation model method for data analysis, the results show that both egoistic and altruistic values affect the willingness of consumers to purchase efficient water-saving appliances. However, compared with altruistic values, egoistic values had a greater influence on consumers' purchasing intention. From the Chinese perspective, this study is one of the primary efforts to understand the association and importance of ethical values and consumers' willingness to support water-saving innovations. The findings of this study put forward significant policy effects that could serve as a benchmark for measures that are likely to promote purchasing intentions toward efficient water-saving appliances.