Green Crowdfunding: New Consumer Roles in Sustainable Economy

The current study focuses on green crowdfunding, i.e. crowdfunding for sustainable initiatives. We address the green crowdfunding phenomenon from three perspectives (i.e. funders, founders and platform) and explore how green crowdfunding extends consumers’ roles in sustainable economy. Our findings indicate the critical importance of consumers’ involvement in funding sustainable projects.


Natalia Maehle, Ingeborg A. Kleppe, and Natalia Drozdova (2018) ,"Green Crowdfunding: New Consumer Roles in Sustainable Economy", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 287-287.


Natalia Maehle, Western Norway University of Applied Sciences, Norway
Ingeborg A. Kleppe, Norwegian School of Economics, Norway
Natalia Drozdova, Norwegian School of Economics, Norway


E - European Advances in Consumer Research Volume 11 | 2018

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