Hedonism.
They're aristocracy, that's all you need. A king generations ago cracked down on their debauchery and partying ways, so they turned to the king in yellow to find other methods of enjoying themselves.
Others have covered the appeal, and I'll toss in the fact that most who do sing Hastur's praises are out of the friggin' minds.
The worship of Hastur must help,fill voids in the damaged souls of the family. Now, are these damaged souls the product of nature or nurture, or perhaps both. Most simply, as Cole has put it.....
I strongly recommend using this as a reference. ^^ It should help.
Almost sounds like a primer on the worshippers of Zun-Kuthon . . . .
As for a motive? It helps to be just absolutely plain nuts . . . .
There is always the somewhat tired "The enemy of my enemy ... and I have so many enemies." It works for Hastur, Rovagug and so many more.
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Some people just look good in yellow.
Because they're idiots who think they'll get to rule over whatever remains of the world.
A lot of mortals who follow anything in the dark tapestry are already a little insane.
Why not?
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My vote is still for Just plain nuts.