Purpose
This study aims to investigate the role of consumption coping in managing collective tragedy stress and stress outcomes using the COVID-19 pandemic context.

Design/methodology/approach
A mixed-method study with a sample size of 931 was conducted to develop the questionnaire, followed by a quantitative study with 1,215 respondents to test the hypotheses.

Findings
The results of this study empirically validated the use of consumption coping and found it effective in managing collective tragedy stress and its outcomes (subjective well-being and continuance intention).

Research limitations/implications
This study advances the literature on stress coping in a collective tragedy context, with a specific focus on consumption coping.

Practical implications
The COVID-19 pandemic has affected all elements of the marketing mix. Understanding pandemic-induced stress and the role of consumption coping can help managers to proactively formulate strategic responses suitable for changing consumer habits.

Social implications
The COVID-19 pandemic has affected all elements of the marketing mix. Understanding pandemic-induced stress and the role of consumption coping can help managers to proactively formulate strategic responses suitable for changing consumer habits. This should lead to better social outcomes.

Originality/value
This study developed a scale for pandemic-induced stress that integrates various well-established theories to identify the role of consumption coping in managing collective tragedy stress and the psychological mechanism behind the shift in consumer behavior after a collective tragedy.