Towards reducing purchases of plastic bottled water: exploring the influence of self-prophecy
(A2024-119077)

AUTHORS

Bing Bai, Montpellier Research in Management, University of Montpellier; Laurie BALBO, Grenoble École de Management; Marie-Christine Lichtlé, Montpellier Research in Management, University of Montpellier

ABSTRACT

In self-prophecy studies, research shows asking individuals to predict their future behavior may enhance the likelihood of achieving it. However, very few studies explored the emotion elicited by self-prediction and the role of individual differences in the process. The findings of our experiment (n = 269) demonstrate that self-prophecy increases the intention to purchase less plastic bottled water, moderated by the level of the behavioral approach system (BAS), and this effect is mediated by anticipated guilt. Furthermore, significant indices of moderated mediation were only found for BAS when considering personal norms as a second moderator (compared to descriptive and injunctive norms). Specifically, individuals with a lower BAS sensitivity, regardless of the level of personal norms, show an increased intention to purchase less plastic bottled water, driven by their motivation to avoid future guilt. Theoretical and managerial implications are then discussed.