Kousi, SofiaKubelt, Katharina2022-06-152022-06-152022-01-142021-12-17http://hdl.handle.net/10362/140011Imagination as a common part of the customer journey before the actual purchase can lead to feeling the same emotions as actual purchasing items. Imagining future purchases can broadly impact consumers' assessment of their well-being and consumption behavior. This between-subjects experiment investigates the impact on consumer well-being from imagining future sustainable purchases. Research findings suggest that imagining sustainable purchases increases life satisfaction. This relationship is not mediated by self-efficacy or self-discrepancy.engConsumer behaviorConsumer wellbeingImaginary consumptionLife satisfactionSustainable purchasesSelf-efficacySelf-discrepancyBehavioral changemaster thesis202972259