Identifying Factors Affecting Intention to Support Pro-Environmental Crowdfunding Campaigns: Mediating and Moderating Effects

Abstract

Despite the undeniable importance of targeted actions for environmental protection, the research on green crowdfunding campaigns remains limited. The present study aims to address this gap by identifying the factors that influence the intention to support pro-environmental crowdfunding campaigns, conceptualised as a form of pro-environmental behaviour. We conducted a questionnaire survey to explore the interplay among biospheric values, warm-glow, willingness to sacrifice, and green trust in influencing the intention to provide financial support for pro-environmental crowdfunding projects. The results were compelling. Willingness to sacrifice and warm-glow both had a significant effect on the intention to financially support pro-environmental crowdfunding campaigns. Moreover, we discovered that these two variables act as mediators in the relationship between biospheric values and intention. Essentially, they play a role in shaping one’s intention to support pro-environmental crowdfunding initiatives. Lastly, we observed that the relationship between willingness to sacrifice and the intention to support is moderated by green trust. This highlights the importance of trust in environmentally-oriented crowdfunding efforts. Our research sheds light on the factors that drive individuals to participate in pro-environmental crowdfunding campaigns. By understanding these influences, more effective strategies to encourage and promote environmental protection initiatives through crowdfunding can be developed.