The paradox of sustainability in crowdfunding: lessons from the food industry

This study delves into the complex interplay between crowdfunding success and sustainability orientations within the food sector, utilizing a dataset from Kickstarter campaigns between 2013 and 2020. At the intersection of digital business, sustainability, and the food industry, this research explores how environmental and social impact narratives influence the likelihood of crowdfunding achievements. Through content analysis, the study quantitatively assesses the presence of Environmental Impact Orientation (EIO) and Social Impact Orientation (SIO) in campaign narratives, culminating in the creation of a Sustainable Impact Score (SIS) to measure the overall commitment to sustainability. Logistic regression analysis reveals a paradoxical finding: campaigns with a higher emphasis on sustainability tend to experience lower success rates. Despite the growing consumer demand for sustainable practices, this inverse relationship highlights a nuanced challenge in communicating sustainability within crowdfunding contexts. The study contributes to the academic debate by providing methodological innovation through the SIS and offering practical insights for campaigners and platforms seeking to navigate the complexities of sustainability in crowdfunding. By bridging the gap between theoretical understanding and practical application, this research illuminates the pathways for leveraging digital platforms in support of sustainable initiatives within the food sector, encouraging further exploration into the determinants of crowdfunding success