Purpose What factors trigger innovation adoption of heated tobacco products (HTPs) in an emerging economy? The study aims to integrate the diffusion of innovation and consumer resistance theory to develop a framework to measure the adoption of HTPs. Design/methodology/approach The study used a self-administered questionnaire, and the data was collected from 272 respondents. The study used the covariance-based structural equation modelling. Findings The findings suggest that relative advantage, compatibility, trialability, observability and perceived cost significantly affect innovation adoption of HTPs. Research limitations/implications The study provides theoretical and practical implications for researchers and the tobacco industry. Originality/value The study, if not the only, is among the few in an emerging economy that explores heated tobacco products adoption by integrating the diffusion of innovation and consumer innovation resistance theory.