University of Twente Student Theses
Does Green Exclusivity Pay Off? : The Moderating Role of the Platform Choice in Reward-Based Crowdfunding for Sustainability-Oriented Projects
Bertling, Jannis (2024) Does Green Exclusivity Pay Off? : The Moderating Role of the Platform Choice in Reward-Based Crowdfunding for Sustainability-Oriented Projects.
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| Abstract: | Due to the breadth of different crowdfunding platforms, sustainable entrepreneurs need to take into consideration whether a marketplace is thematically open or excludes conventional (i.e., non-sustainable) projects. But despite this relevance, to the best of our knowledge, academia has not yet explicitly researched which type of platform is more promising. We predicted that sustainability at the project level would both increase the number of funders and the average funding amount, but choosing a platform that does not allow conventional projects would negatively moderate the first association and strengthen the latter link. To test the hypotheses, we collected data on two reward-based crowdfunding platforms in Germany and ran logistic regression as well as conditional process analyses. Despite indications, our results do not support our hypotheses and show that -at least in our chosen context- a sustainability-orientation does not really matter. In addition, the platform did not significantly moderate any of the potential effects. We assume that these results might be due to the loose ideologies of the studied platforms and thus recommend entrepreneurs not to make decisions only based on formal differences. Further, we encourage to conduct research with a more distinguishable sample and to investigate differences in investment-based crowdfunding. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/101186 |
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