Purpose

Recognising the growing importance of environmental and sustainable activities and the role of communication strategies in soliciting their financing, this work investigates the influence of message framing, green emphasis and quantitative information on the probability of green crowdfunding campaigns' success.

Design/methodology/approach

This analysis is based on crowdfunding campaigns published between 2015 and 2020 on the Indiegogo platform in the category “Community projects – Environment”. The study develops an in-depth qualitative content analysis of the projects before performing an empirical examination to determine funding causes.

Findings

Communication strategies (message framing, green emphasis and quantitative goals) affect funding success. However, project category moderates the impact of message framing and green emphasis on campaign success. While positive framing increases agri-food campaign success, negative framing is more effective for clean energy and climate preservation projects. Moreover, indication of a quantitative goal and a marked green emphasis in a project's presentation increase campaign success, but a too marked green emphasis is only effective for agri-food projects.

Practical implications

Green entrepreneurs and campaign managers must work carefully on their projects' communication, accounting for the type of product proposed, emphasising green components in its description and utilising quantitative information to present future goals. These strategies maximise backers' responses and enable entrepreneurs to obtain funding. The authors’ findings may be extended to other contexts, including the banking sector, to craft effective communication strategies for green financial products.

Originality/value

By applying framing theory in a new context (i.e. the online financing of green entrepreneurs), this study identifies new campaign success determinants and provides evidence for the moderating role of project category. Furthermore, the study highlights the need to develop different communication strategies for social and environmental-oriented projects.

中文翻译：

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绿化众筹活动：对信息框架和有效沟通策略的调查，以促进资金成功

目的

认识到环境和可持续活动日益重要以及传播策略在筹集资金方面的作用，这项工作调查了信息框架、绿色重点和定量信息对绿色众筹活动成功概率的影响。

设计/方法/方法

该分析基于 2015 年至 2020 年间在 Indiegogo 平台“社区项目 - 环境”类别中发布的众筹活动。该研究在进行实证检验以确定资助原因之前，对项目进行了深入的定性内容分析。

发现

沟通策略（信息框架、绿色强调和量化目标）会影响资助成功。然而，项目类别缓和了信息框架和绿色强调对活动成功的影响。虽然正面框架可以提高农业食品运动的成功率，但负面框架对于清洁能源和气候保护项目更有效。此外，在项目介绍中指明量化目标和突出绿色重点可以提高运动的成功率，但过于突出的绿色重点仅对农业食品项目有效。

实际影响

绿色企业家和活动经理必须认真对待他们的项目沟通，考虑所提议的产品类型，在描述中强调绿色成分，并利用量化信息来提出未来目标。这些策略最大限度地提高了支持者的反应并使企业家能够获得资金。作者的发现可能会扩展到其他背景，包括银行业，以制定绿色金融产品的有效沟通策略。

原创性/价值

通过在新的背景下（即绿色企业家的在线融资）应用框架理论，本研究确定了新的运动成功决定因素，并为项目类别的调节作用提供了证据。此外，该研究强调需要为面向社会和环境的项目制定不同的沟通策略。