The role of electronic waste management solutions and message framing in influencing consumer behaviours: Exploring the crowdfunding context

Electronics waste (e‐waste) is the fastest growing category of hazardous solid waste in the world. While the generation of e‐waste has recently attracted the attention of a number of researchers, currently, there is little awareness on its management, monitoring, and control among the consumers of crowdfunding platforms. This is surprising because the supporters (backers) of crowdfunding are usually considered as disruptive innovators by other stakeholders. In this light, this research explores the role of e‐waste management solutions and the formulation of “message framing” in influencing consumer behaviours in crowdfunding contexts. To do this, this study involves an in‐depth investigation of fund‐raising campaigns focused on e‐waste, which were promoted between 2009 and 2020, through Kickstarter's reward‐based crowdfunding platform. The results show that environmentally sustainable projects focused on waste reduction and pollution prevention are generating increased funds and triggering the interest of a number of crowd investors who are willing to finance such laudable initiatives. At the same time, the findings suggest that the fundraisers' elaborate framing messages on environmental protection and on the preservation of the natural eco‐systems can increase the likelihood of the success of their crowdfunding projects. This contribution contributes to both environmental management and to the crowdfunding literature. In conclusion, it offers practical implications for sustainable entrepreneurs who may resort to crowdfunding platforms to raise finance to decrease the accumulation of e‐waste from the planet, as well as for other stakeholders including governments, policymakers, and public agencies.