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Understanding funding success in green crowdfunding: a cross-context analysis

Author

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  • Chistov, Valery
  • Peña-Legazkue, Iñaki
  • González-Pernía, José L.

Abstract

This study examines how environmental orientation influences crowdfunding outcomes when combined with platform endorsements, industry context, and geographic location. Drawing on a dataset of 153,281 Kickstarter campaigns spanning a decade, it investigates how these factors interact to shape the conditions under which environmentally oriented projects can succeed. The analysis highlights the importance of platform-level trust signals, sectoral alignment between campaign narratives and market expectations, and geographic variations in crowdfunding ecosystems. By integrating these micro-, meso-, and platform-level factors, the study shows that the effectiveness of environmental orientation depends on its interaction with contextual elements rather than on its presence alone. These insights deepen the understanding of sustainable entrepreneurship and inform strategies to strengthen the visibility and credibility of sustainability-oriented campaigns.

Suggested Citation

  • Chistov, Valery & Peña-Legazkue, Iñaki & González-Pernía, José L., 2026. "Understanding funding success in green crowdfunding: a cross-context analysis," Journal of Business Research, Elsevier, vol. 211(C).
    • Handle: RePEc:eee:jbrese:v:211:y:2026:i:c:s0148296326002195
    DOI: 10.1016/j.jbusres.2026.116184
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