The parity-expanded variational analysis (PEVA) technique enables the isolation of opposite-parity eigenstates at finite momentum. The approach has been used to perform the first lattice QCD calculations of excited-baryon form factors. In particular, these calculations show that the low-lying odd-parity nucleon excitations are described well by constituent quark models at moderate u and d quark masses approaching the strange quark mass. Herein, we extend the PEVA technique to establish a formalism for the determination of odd-parity nucleon electromagnetic transition form factors in lattice QCD. The formalism is implemented in the first calculation of the helicity amplitudes for transitions from the ground state nucleon to the first two odd-parity excitations. Through a comparison with constituent quark-model calculations of these amplitudes, these new results give important insight into the structure of these excitations. This work is a critical step towards confronting experimental electroproduction amplitudes for the N*(1535) and N*(1650) resonances with lattice QCD calculations. Published by the American Physical Society 2024