“…Controlling for the TPB constructs, negative anticipated emotions reduce consumers’ expectation of behaving negatively ( Moan and Rise, 2005 ; Odou and Schill, 2020 ). The anticipated emotions can affect the intention to purchase innovative products ( Seegebarth et al, 2019 ), purchase intention toward electric vehicles ( He et al, 2022 ), and pro-environmental behaviors ( Han et al, 2019a ; Odou and Schill, 2020 ; Zhao et al, 2020 ). In the COVID-19 situation, the anticipated emotions can improve the consumer’s sense of obligation to exhibit pro-social behaviors, such as wearing masks, keeping social distance, and practicing sanitation activities ( Chi et al, 2021 ).…”