Burnout and purchasing-related coping strategies during COVID-19 pandemic: a study of Thai consumers

Abstract

This study investigates burnout levels and willingness to cope among the Thai population during the COVID-19 pandemic, along with the use and satisfaction with purchasing-related coping strategies. The pandemic has not only posed significant threats to physical health but has also exerted profound psychological stress, contributing to widespread burnout, particularly stemming from chronic workplace demands. Burnout was assessed using Maslach Burnout Inventory-General Survey (MBI-GS), while coping strategies were evaluated based on constructs adapted from prior literature on purchasing-related coping strategies. Data were collected from a total of 140 participants, encompassing diverse demographic backgrounds. The findings reveal a significant positive correlation between Emotional Exhaustion (EE) and overall burnout, with notable differences observed across age, marital status and occupational groups. In terms of coping strategies, functional and problem-focused strategies yielded higher satisfaction scores compared to dysfunctional and emotion-focused strategies. Demographic factors further influenced both the use and perceived effectiveness of specific coping strategies. Overall, the study underscores the multifaceted nature of burnout, highlighting the critical interplay between its psychological dimensions and the behavioral responses employed to mitigate it. The results provide empirical support for targeted interventions and suggest the need for further research, particularly through longitudinal and qualitative designs to better understand long-term coping behaviors and their underlying motivations.