Do value-attitude-behavior and personality affect sustainability crowdfunding initiatives?

Crowdfunding is an innovative financial measure that is increasingly important in supporting sustainability initiatives. However, little research-based theory has been devoted to crowdfunding in light of the Sustainable Development Goals (SDGs). To bridge this gap, this study utilizes theories of value-attitude-behavior (VAB) model and personality to investigate Korean consumer crowdfunding behavior for sustainability initiatives in relation to the United Nations 17 SDGs. Seven hypotheses related to value, attitude, personal norm, and social norm on sustainability, and participation in sustainability crowdfunding are offered, with personality as a moderator. The findings revealed that value has substantial impacts on attitude, personal norm, and social norm. Attitude, personal norm, and social norm on source are found to have positive impacts on participation. Conscientiousness, extraversion, agreeableness, and neuroticism have partial moderating effects on the VAB model. These results offer theoretical and empirical contributions to sustainability crowdfunding in light of the SDGs.