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The purpose of this paper is to examine the influence of anticipated emotions (AE) on behavioural intention and behaviour to consume filled chocolates and to give an indication on the possible differences in consumer behaviour between two countries.

The theory of planned behaviour (TPB) was used to explain the consumption of chocolate. In this study, TPB is extended with a construct for AE.

A total of 859 consumers in Belgium and Hungary participated in the study and results showed that including AE increases the predicted variance of the TPB. Moreover, AE have a positive effect on the intention and the actual behaviour of consumers. Next, the study suggests that Belgian consumers are more influenced by their emotional and control beliefs and that Hungarian consumers are also driven by opinion of family and friends and some behavioural beliefs.