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EMAC 2024 Annual


Crowdfunding as an alternative mindful consumption behavior: Evidence from Kickstarter
(A2024-119439)

Published: May 28, 2024

AUTHORS

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

ABSTRACT

Co-creation and crowdfunding initiatives are posited as promising organisational practices for more sustainable consumption. Based on previous literature, in crowdfunding platforms, projects are successfully funded based on aspects such as the social entrepreneur’s credibility or the quality of the projects’ description. However, these aspects alone might not indicate success in changing our decision-making process towards more mindful consumption and its mindset and temperance in the form of acquisitive, repetitive, and aspirational purchases. This article explores the link between crowdfunding projects and mindful consumption by performing a thematic content analysis of 212 successful Kickstarter projects. Results indicate that a financially backed-up project is not a valid indicator of mindful consumption. Additionally, dominant themes, similarities, and differences by mindful consumption type are identified. This research contributes to unravelling the stage of environmental entrepreneurship and consumer mindsets on the proposition of disruptive sustainability business models.