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To buy or to back? Backers' motivations for fashion crowdfunding projects

SooKyoung Ahn (Department of Clothing and Textiles, Chonnam National University, Gwangju, South Korea)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 27 May 2022

Issue publication date: 23 March 2023




Although fashion products feature a short lifespan owing to rapid changes in trends, fashion is one of the most active sectors in reward-based crowdfunding. This study aims to explore what drives backers to be involved in fashion projects despite the delay in obtaining rewards.


This study used the mixed method approach by conducting a critical incident technique and two online surveys with 801 crowdfunding backers.


Eight dimensions of backers' motivations were identified: altruism, enjoyment, novelty, information, economic incentive, reward, recognition, and social relationship. The finding was validated by testing the relationship with external variables.

Research limitations/implications

The findings provide the empirical foundation for studies on reward-based crowdfunding motivation and marketing strategy development appealing to backers' specific motivations. They highlight the importance of motivations in funding fashion projects and sharing information.


This study applies three motivational orientations and reflects the characteristics of product categories of rewards.



This work has supported by the National Research Foundation of Korea (NRF) grant funded by the Korea government (MSIT) (No. 2020S1A5A8043636).


Ahn, S. (2023), "To buy or to back? Backers' motivations for fashion crowdfunding projects", Journal of Fashion Marketing and Management, Vol. 27 No. 2, pp. 335-351.



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