Title: Cross-generational analysis of anxiety, materialism and voluntary simplicity during the COVID-19 pandemic in Thailand

Authors: Nuttapol Assarut; Theeranuch Pusaksrikit

Addresses: Chulalongkorn Business School, Chulalongkorn University, Pathumwan, Bangkok 10330, Thailand ' Chulalongkorn Business School, Chulalongkorn University, Pathumwan, Bangkok 10330, Thailand

Abstract: The coronavirus (COVID-19) outbreak represents an extremely stressful experience across the global population. People are anxious about their health, source of income, and daily routines. These COVID-19 related anxieties can lead to changes in consumer attitudes and behaviour. This study thus investigates the relationship between anxiety, materialism and voluntary simplicity by consumers across generations during the outbreak in Thailand. Conducting survey research, our results show that this anxiety has had a direct effect on voluntary simplicity, particularly for Generation X and Generation Y. It has also had an indirect effect on voluntary simplicity through materialism on all generations, except Generation Y. This research offers insights into how to promote simplicity in living among different generations in a developing country.

Keywords: COVID-19; anxiety; materialism; voluntary simplicity; generations; cross-generation; sustainable consumption; Thailand; baby boomers; Generation X; Generation Y; Generation Z.

DOI: 10.1504/EJIM.2026.155271

European Journal of International Management, 2026 Vol.29 No.4, pp.705 - 728

Received: 31 Mar 2021
Accepted: 12 Sep 2021
Published online: 30 Jul 2026 *

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