Crowdfunding sustainable products with the product search matrix: niche markets vs. mass markets

Abstract This exploratory research aims at analyzing the success factors of environmentally sustainable products in crowdfunding campaigns by considering aspects such as customer needs to be addressed those products, technology and market targeted (niche vs. mass market). Original data from creators were collected through a questionnaire then analyzed with regression analysis additional descriptive statistics. Results suggest that platforms are not most appropriate instrument for addressing completely new nor developing technologies initiatives is quite low. Moreover, results developed platforms, niche markets more successful terms financing than products. In light achieved, paper formulates managerial suggestions project paying attention selecting channel product characteristics.