Abstract
This article aims to target the key factors that could positively affect crowdfunding success for green products in order to promote crowdfunding efficiency and green supply chain management. Methods: Data were collected through expert interviews and questionnaires and then processed through analytic hierarchy process (AHP) analysis. Statistical tool: This study used Expert Choice as the software for AHP analysis. Sampling: There were 20 participants (20 effective) in pretesting and 30 (23 effective) in formal testing. Participants were followers of green products in Taiwan. Results: (1) Twenty-four factors were abstracted to form the final construct; (2) the 24 key factors could be divided into 2 hierarchies, with 5 primary factors and 19 secondary factors; (3) among the 5 primary factors, “green diversified context” was the most influential; (4) among the 19 secondary factors, “product material is safe and non-toxic” was the most important. Conclusions: Funders would be likely to finance green products on crowdfunding platforms if these products fit the 24 key factors in orders. Implications: This research contributes to product life cycle theory and crowdfunding theory and practically improves the sustainability of green products.
Highlights
IntroductionAlong with an increase in public awareness of health [5], environmental consciousness [6], sustainable consumption [7], and social responsibility [8], consumers tend to pay more attention to environmentally friendly green products [9,10]
Green products cater more to environmental impacts [10,11], consume lower energy and resources [12,13], exert fewer environmental impacts and risks [12,14], and prevent waste generation during the early product design phase [12]. These objectives align with the concept of the United Nations sustainable development goals (SDG) [15], that is, green products echo the green trend in society and conform to the needs of our time
The findings indicate the importance of these four secondary factors to the first-level factor “green product design,” in order from strong to weak: product material is safe and nontoxic, product life cycle is extended, product material can be recycled, and the product is innovative
Summary
Along with an increase in public awareness of health [5], environmental consciousness [6], sustainable consumption [7], and social responsibility [8], consumers tend to pay more attention to environmentally friendly green products [9,10]. Green products cater more to environmental impacts [10,11], consume lower energy and resources [12,13], exert fewer environmental impacts and risks [12,14], and prevent waste generation during the early product design phase [12]. These objectives align with the concept of the United Nations sustainable development goals (SDG) [15], that is, green products echo the green trend in society and conform to the needs of our time.
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