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EMAC 2024 Annual


Redefining Success in Crowdfunding Projects: Empirical Evidence of Mindful Consumption Promotion in Kickstarter Using Fuzzy Set QCA
(A2024-119417)

Published: May 28, 2024

AUTHORS

Ana Gómez Olmedo, ESIC University; María Eizaguirre Diéguez, ESIC University

ABSTRACT

The crowdfunding movement has created opportunities for entrepreneurs to overcome financial barriers and initiate innovative projects which can change consumer behavior towards more sustainable consumption practices, particularly mindful consumption. This study aims to determine the factors that contribute to the success of environmental projects in reward-based crowdfunding and understand how these also promote sustainable consumption behaviors. Fuzzy set qualitative comparative analysis (FsQCA) is used to identify the necessary conditions for such success and unravel the complex factors at interplay between crowdfunding success and mindful consumption. Results indicate that the understanding of success should be revisited to address social capital and is consistent with previous literature that monetary-related keywords alone do not contribute to success. In identifying necessary conditions for redefined success, it also contributes guidelines that best assure sustainable innovation for new ventures in Kickstarter.