Purpose: This paper’s objective is twofold: 1) to show how the outbreak of an economic crisis and then an economic recovery affect consumer activism; and 2) to examine how social capital moderates the effects of economic crisis and economic recovery. Design/Methodology/Approach: Drawing on the economic and sociological literature, this study develops a set of hypotheses that explain the role of social capital in consumer activism under different economic conditions. In order to test research predictions, the study uses a reliable data source that is European Social Survey. Findings: The research findings clearly demonstrate that social capital at the country level boosts consumer activism during an economic recovery. Intriguingly, the study shows that social capital seems to have a neutral effect on boycotting products during an economic crisis. Practical Implications: This study suggests that consumers are likely to become more sensitive to unethical behaviour by companies in a situation of economic recovery. Thus, firms should be particularly careful about ethically questionable situations in that time. Originality/Value: The added value arises from showing the role of social capital in consumer activism, in different economic conditions.

Grzegorz Zasuwa Et Al (2020). Consumer Activism in Times of Economic Crisis and Recovery: A Cross-Country aAnalysis of the Role of Social Capital in Boycotting Products, European Research Studies Journal Volume XXIII Special Issue 2, 928-938