IDEAS home Printed from https://ideas.repec.org/a/eee/finlet/v69y2024ipbs1544612324012364.html
   My bibliography  Save this article

Crowdfunding for sustainability: How environmental activism moderates support for B2B and B2C campaigns

Author

Listed:
  • Maiolini, Riccardo
  • Nasta, Luigi

Abstract

This study explores the influence of customer investors' perceptions on their willingness to invest in sustainable crowdfunding campaigns. Specifically, it examines whether emphasizing a product's direct impact on consumers (B2C) or its broader industrial impact (B2B) affects investment decisions. Using a between-subjects experiment with 304 participants, the research investigates how environmental sustainability activism moderates investment behavior. The study found that higher levels of environmental activism decrease support for B2C campaigns compared to B2B campaigns. These results suggest that sustainability-focused backers prefer projects due to perceived greater systemic impact.

Suggested Citation

  • Maiolini, Riccardo & Nasta, Luigi, 2024. "Crowdfunding for sustainability: How environmental activism moderates support for B2B and B2C campaigns," Finance Research Letters, Elsevier, vol. 69(PB).
    • Handle: RePEc:eee:finlet:v:69:y:2024:i:pb:s1544612324012364
    DOI: 10.1016/j.frl.2024.106207
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S1544612324012364
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.frl.2024.106207?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Tania Ziegler & Rotem Shneor, 2020. "Lending Crowdfunding: Principles and Market Development," Springer Books, in: Rotem Shneor & Liang Zhao & Bjørn-Tore Flåten (ed.), Advances in Crowdfunding, edition 1, chapter 4, pages 63-92, Springer.
    2. Giancarlo Giudici & Massimiliano Guerini & Cristina Rossi-Lamastra, 2018. "Reward-based crowdfunding of entrepreneurial projects: the effect of local altruism and localized social capital on proponents’ success," Small Business Economics, Springer, vol. 50(2), pages 307-324, February.
    3. repec:dar:wpaper:135659 is not listed on IDEAS
    4. Crosetto, Paolo & Regner, Tobias, 2018. "It's never too late: Funding dynamics and self pledges in reward-based crowdfunding," Research Policy, Elsevier, vol. 47(8), pages 1463-1477.
    5. Carolin Bock & Sven Siebeneicher & Jens Rockel, 2022. "The “C” in crowdfunding is for co-financing: exploring participative co-financing, a complement of novel and traditional bank financing," Journal of Business Economics, Springer, vol. 92(9), pages 1559-1602, November.
    6. Shrestha, Keshab & Naysary, Babak & Philip, Sheena Sara Suresh, 2023. "Fintech market efficiency: A multifractal detrended fluctuation analysis," Finance Research Letters, Elsevier, vol. 54(C).
    7. Bento, Nuno & Gianfrate, Gianfranco & Groppo, Sara Virginia, 2019. "Do crowdfunding returns reward risk? Evidences from clean-tech projects," Technological Forecasting and Social Change, Elsevier, vol. 141(C), pages 107-116.
    8. Stefania Testa & Ciro Troise & Silvano Cincotti & Mark Anthony Camilleri, 2024. "The role of electronic waste management solutions and message framing in influencing consumer behaviours: Exploring the crowdfunding context," Business Strategy and the Environment, Wiley Blackwell, vol. 33(2), pages 917-929, February.
    9. Cumming, Douglas & Meoli, Michele & Rossi, Alice & Vismara, Silvio, 2024. "ESG and crowdfunding platforms," Journal of Business Venturing, Elsevier, vol. 39(1).
    10. de Andrés, Pablo & Correia, Ricardo & Rezola, Álvaro & Suárez, Nuria, 2022. "The role of funding portals as signaling offering quality in investment crowdfunding," Finance Research Letters, Elsevier, vol. 46(PA).
    11. Bock, Carolin & Siebeneicher, Sven & Rockel, Jens, 2022. "The "C" in crowdfunding is for co-financing: exploring participative co-financing, a complement of novel and traditional bank financing," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 152561, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    12. Messeni Petruzzelli, Antonio & Natalicchio, Angelo & Panniello, Umberto & Roma, Paolo, 2019. "Understanding the crowdfunding phenomenon and its implications for sustainability," Technological Forecasting and Social Change, Elsevier, vol. 141(C), pages 138-148.
    13. Butticè, Vincenzo & Colombo, Massimo G. & Fumagalli, Elena & Orsenigo, Carlotta, 2019. "Green oriented crowdfunding campaigns: Their characteristics and diffusion in different institutional settings," Technological Forecasting and Social Change, Elsevier, vol. 141(C), pages 85-97.
    14. Maiolini, Riccardo & Cappa, Francesco & Franco, Stefano & Quaratino, Giovanni Raimondo, 2024. "The impact of sustainable development goals in lending-based prosocial crowdfunding: A topic modeling analysis on the kiva platform," International Review of Financial Analysis, Elsevier, vol. 95(PB).
    15. Enrico Battisti & Ciro Troise & Antonio Salvi & Michael Christofi, 2024. "Decoding the success of equity crowdfunding: investment decisions of professional and non-professional investors," Review of Managerial Science, Springer, vol. 18(12), pages 3545-3573, December.
    16. Anna Motylska-Kuzma, 2018. "Crowdfunding and Sustainable Development," Sustainability, MDPI, vol. 10(12), pages 1-11, December.
    17. Eisenbeiss, Maik & Hartmann, Sven A. & Hornuf, Lars, 2023. "Social media marketing for equity crowdfunding: Which posts trigger investment decisions?," Finance Research Letters, Elsevier, vol. 52(C).
    18. Seigner, Benedikt David Christian & McKenny, Aaron F. & Reetz, David K., 2024. "Old but gold? Examining the effect of age bias in reward-based crowdfunding," Journal of Business Venturing, Elsevier, vol. 39(3).
    19. W. Brooke Elliott & Stephanie M. Grant & Kristina M. Rennekamp, 2017. "How Disclosure Features of Corporate Social Responsibility Reports Interact with Investor Numeracy to Influence Investor Judgments," Contemporary Accounting Research, John Wiley & Sons, vol. 34(3), pages 1596-1621, September.
    20. Vismara, Silvio, 2019. "Sustainability in equity crowdfunding," Technological Forecasting and Social Change, Elsevier, vol. 141(C), pages 98-106.
    21. Antonio Lerro & Francesco Santarsiero & Giovanni Schiuma & Ilona Bartuseviciene, 2023. "Mapping knowledge assets categories for successful crowdfunding strategies," European Journal of Innovation Management, Emerald Group Publishing Limited, vol. 27(7), pages 2302-2325, February.
    22. Hörisch, Jacob & Tenner, Isabell, 2020. "How environmental and social orientations influence the funding success of investment-based crowdfunding: The mediating role of the number of funders and the average funding amount," Technological Forecasting and Social Change, Elsevier, vol. 161(C).
    23. Roma, Paolo & Messeni Petruzzelli, Antonio & Perrone, Giovanni, 2017. "From the crowd to the market: The role of reward-based crowdfunding performance in attracting professional investors," Research Policy, Elsevier, vol. 46(9), pages 1606-1628.
    24. Tobias Bürger & Simon Kleinert, 2021. "Crowdfunding cultural and commercial entrepreneurs: an empirical study on motivation in distinct backer communities," Small Business Economics, Springer, vol. 57(2), pages 667-683, August.
    25. Philipp B. Cornelius & Bilal Gokpinar, 2020. "The Role of Customer Investor Involvement in Crowdfunding Success," Management Science, INFORMS, vol. 66(1), pages 452-472, January.
    26. Troise, Ciro & Tani, Mario & Dinsmore, John & Schiuma, Giovanni, 2021. "Understanding the implications of equity crowdfunding on sustainability-oriented innovation and changes in agri-food systems: Insights into an open innovation approach," Technological Forecasting and Social Change, Elsevier, vol. 171(C).
    27. Silvio Vismara, 2022. "Expanding corporate finance perspectives to equity crowdfunding," The Journal of Technology Transfer, Springer, vol. 47(6), pages 1629-1639, December.
    28. Alexa Böckel & Jacob Hörisch & Isabell Tenner, 2021. "A systematic literature review of crowdfunding and sustainability: highlighting what really matters," Management Review Quarterly, Springer, vol. 71(2), pages 433-453, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Maiolini, Riccardo & Cappa, Francesco & Franco, Stefano & Quaratino, Giovanni Raimondo, 2024. "The impact of sustainable development goals in lending-based prosocial crowdfunding: A topic modeling analysis on the kiva platform," International Review of Financial Analysis, Elsevier, vol. 95(PB).
    2. Farè, Luca & Meoli, Michele & Vismara, Silvio, 2024. "Sustainable crowdfunding and cultural contexts: Evidence from a longitudinal multi-country analysis," Finance Research Letters, Elsevier, vol. 70(C).
    3. Sven Siebeneicher & Ilker Yenice & Carolin Bock, 2022. "Financial-Return Crowdfunding for Energy and Sustainability in the German-Speaking Realm," Sustainability, MDPI, vol. 14(19), pages 1-23, September.
    4. Troise, Ciro & Tani, Mario & Dinsmore, John & Schiuma, Giovanni, 2021. "Understanding the implications of equity crowdfunding on sustainability-oriented innovation and changes in agri-food systems: Insights into an open innovation approach," Technological Forecasting and Social Change, Elsevier, vol. 171(C).
    5. Berns, John P. & Jia, Yankun & Gondo, Maria, 2022. "Crowdfunding success in sustainability-oriented projects: An exploratory examination of the crowdfunding of 3D printers," Technology in Society, Elsevier, vol. 71(C).
    6. Antonello Cammarano & Vincenzo Varriale & Francesca Michelino & Mauro Caputo, 2022. "Open and Crowd-Based Platforms: Impact on Organizational and Market Performance," Sustainability, MDPI, vol. 14(4), pages 1-26, February.
    7. Dinh, Jeannette Mai & Isaak, Andrew Jay & Yahyaoui, Yasmine, 2024. "Investing for good – Uncovering crowd investors' motivations to participate in sustainability-oriented crowdlending," Technological Forecasting and Social Change, Elsevier, vol. 207(C).
    8. Andrea Caputo & Elisa Schiocchet & Ciro Troise, 2022. "Sustainable business models as successful drivers in equity crowdfunding," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 3509-3522, November.
    9. repec:ers:journl:v:xxiv:y:2021:i:4:p:632-644 is not listed on IDEAS
    10. Swati Gupta & Sahil Raj & Sanjay Gupta & Ajay Sharma, 2023. "Prioritising crowdfunding benefits: a fuzzy-AHP approach," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(1), pages 379-403, February.
    11. Carolin Bock & Sven Siebeneicher & Jens Rockel, 2022. "The “C” in crowdfunding is for co-financing: exploring participative co-financing, a complement of novel and traditional bank financing," Journal of Business Economics, Springer, vol. 92(9), pages 1559-1602, November.
    12. Tang, Xiaobo & Yao, Xingyuan & Dai, Ruyi & Wang, Qian, 2024. "Does green matter for crowdfunding? International evidence," Journal of International Financial Markets, Institutions and Money, Elsevier, vol. 92(C).
    13. Ren, Jie & Raghupathi, Viju & Raghupathi, Wullianallur, 2021. "Exploring the Factors that Determine the Success of Litigation Crowdfunding: Implications for Social Justice," Technological Forecasting and Social Change, Elsevier, vol. 169(C).
    14. Aurélien Petit & Peter Wirtz, 2022. "Experts in the crowd and their influence on herding in reward-based crowdfunding of cultural projects," Small Business Economics, Springer, vol. 58(1), pages 419-449, January.
    15. Anna Prisco & Valerio Muto & Ciro Troise & Mario Tani, 2022. "How to Engage the Crowds to Create Value? Evidence from the Pathfinder Arena Case," Sustainability, MDPI, vol. 14(7), pages 1-22, April.
    16. Yue Meng & Haoyue Wu & Wenjing Zhao & Wenkuan Chen & Hasan Dinçer & Serhat Yüksel, 2021. "A hybrid heterogeneous Pythagorean fuzzy group decision modelling for crowdfunding development process pathways of fintech-based clean energy investment projects," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 7(1), pages 1-34, December.
    17. Myung Ja Kim & C. Michael Hall & Heejeong Han, 2021. "Behavioral Influences on Crowdfunding SDG Initiatives: The Importance of Personality and Subjective Well-Being," Sustainability, MDPI, vol. 13(7), pages 1-21, March.
    18. René Vásquez-Ordóñez, Luis & Lassala, Carlos & Ulrich, Klaus & Ribeiro-Navarrete, Samuel, 2023. "Efficiency factors in the financing of renewable energy projects through crowdlending," Journal of Business Research, Elsevier, vol. 155(PB).
    19. Leone, Daniele & Cristina Pietronudo, Maria & Gabteni, Heger & Rosaria Carli, Maria, 2023. "Reward-based crowdfunding for building a valuable circular business model," Journal of Business Research, Elsevier, vol. 157(C).
    20. Maximilian Goethner & Sebastian Luettig & Tobias Regner, 2021. "Crowdinvesting in entrepreneurial projects: disentangling patterns of investor behavior," Small Business Economics, Springer, vol. 57(2), pages 905-926, August.
    21. Hörisch, Jacob & Tenner, Isabell, 2020. "How environmental and social orientations influence the funding success of investment-based crowdfunding: The mediating role of the number of funders and the average funding amount," Technological Forecasting and Social Change, Elsevier, vol. 161(C).

    More about this item

    Keywords

    Crowdfunding; Sustainability; Environmental activism; Investment behavior; B2B vs B2C campaigns;
    All these keywords.

    JEL classification:

    • C90 - Mathematical and Quantitative Methods - - Design of Experiments - - - General
    • O3 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights
    • G41 - Financial Economics - - Behavioral Finance - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making in Financial Markets

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:finlet:v:69:y:2024:i:pb:s1544612324012364. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/frl .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.