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Article

The Effects of Pro-Social and Pro-Environmental Orientation on Crowdfunding Performance

Department of Entrepreneurship and Finance, Heinrich Heine University Düsseldorf, Universitätsstraße 1, 40225 Düsseldorf, Germany
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Academic Editors: Erich J. Schwarz and Malgorzata A. Wdowiak
Sustainability 2021, 13(11), 6064; https://doi.org/10.3390/su13116064
Received: 29 April 2021 / Revised: 18 May 2021 / Accepted: 25 May 2021 / Published: 27 May 2021
(This article belongs to the Special Issue Entrepreneurship and Sustainability)
Reward-based crowdfunding is an alternative type of project financing in which a large and dispersed online crowd contributes relatively small financial amounts in exchange for innovative products or services. The crowd is driven by a broad set of motivations that also comprises sustainability awareness. However, empirical research on crowdfunding projects that feature social or environmental considerations provides inconclusive results. In our study, we enhance the understanding of whether a pro-social and pro-environmental orientation affects the performance of reward-based crowdfunding. We draw on the literature stream of social movements to explain how linguistic framing mobilizes individuals and relate this to how selection is enabled and action is guided in a crowdfunding setting. Based on a sample of 1049 projects from Kickstarter, we employ computer-aided text analysis (CATA) to capture the pro-social and pro-environmental orientation of the project descriptions and transcribed video pitches as linguistic constructs. We found that the level of pro-social or pro-environmental orientation has an inverted U-shaped effect on crowdfunding performance. Moreover, this relationship differs when crowdfunding projects feature a creative product or service idea. Our results suggest that entrepreneurs need to delicately balance a pro-social or pro-environmental orientation and find the “right” level of emphasis to create a competitive advantage. View Full-Text
Keywords: crowdfunding; sustainability; linguistic framing; content analysis crowdfunding; sustainability; linguistic framing; content analysis
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MDPI and ACS Style

von Selasinsky, C.; Lutz, E. The Effects of Pro-Social and Pro-Environmental Orientation on Crowdfunding Performance. Sustainability 2021, 13, 6064. https://doi.org/10.3390/su13116064

AMA Style

von Selasinsky C, Lutz E. The Effects of Pro-Social and Pro-Environmental Orientation on Crowdfunding Performance. Sustainability. 2021; 13(11):6064. https://doi.org/10.3390/su13116064

Chicago/Turabian Style

von Selasinsky, Constantin, and Eva Lutz. 2021. "The Effects of Pro-Social and Pro-Environmental Orientation on Crowdfunding Performance" Sustainability 13, no. 11: 6064. https://doi.org/10.3390/su13116064

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