Exploring the mediating role of anticipated guilt between self-prophecy and purchase intention: an application to plastic bottled water

Bing Bai, Marie-Christine Lichtlé () and Laurie Balbo ()
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Bing Bai: MRM-MKG - Montpellier Research in Management - Marketing - MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier
Marie-Christine Lichtlé: UM - Université de Montpellier, MRM-MKG - Montpellier Research in Management - Marketing - MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier
Laurie Balbo: EESC-GEM Grenoble Ecole de Management

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Date: 2024-06-05
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Published in 40ème Congrès de l'Association Française du Marketing, Jun 2024, Paris, France

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